On September 7th, reports surfaced indicating that Apple's newly appointed CEO, John Ternus, is poised to reveal the inaugural batch of new products since assuming his role, with the announcement scheduled for Wednesday local time. Jefferies analyst Edison Lee highlighted that Ternus's debut on stage will herald the commencement of a new product cycle expected to span three to five years. This strategic plan was already mapped out prior to his appointment and is designed to reignite consumer purchasing fervor. Edison Lee opines that the current market demand for iPhones is approaching saturation, and Apple must introduce entirely novel product forms to stimulate demand for smartphone upgrades, rather than solely relying on existing designs and expecting consumers to keep paying premium prices.

UBS analyst David Vogt projects that Apple's foldable devices could achieve sales of at least 10 million units in their first year on the market, a figure comparable to Samsung's foldable phone sales over the preceding 12 months. Although this number constitutes a relatively minor fraction of Apple's total global iPhone shipments, which hover around 250 million units, it is nonetheless sufficient to elevate the average selling price of Apple's smartphones. Vogt recommends that, in response to supply chain pressures, Apple should ramp up production of high-priced models while scaling back on lower-priced ones. Echoing the sentiments of numerous analysts, Vogt also anticipates that Apple will implement sweeping price hikes across its entire iPhone lineup this week, a move that is likely to garner as much attention as the unveiling of any new hardware.