iPhone 18 Pro Event Could Hit Apple Shares, KeyBanc Warns

Apple's September 9 iPhone announcement event could become a negative catalyst for the stock, KeyBanc Capital Markets warns. In a research note seen by Investing.com , KeyBanc said the event could motivate investors to weigh pricing decisions against the impact of higher costs on demand and margins. KeyBanc added that Apple faces a choice to either raise prices broadly to offset gross margin pressure, which could hurt unit volumes and trigger "sticker shock," or raise prices more selectively.