Apple investors need not fear a $2,000 foldable iPhone price tag

Apple investors likely need not worry about a rumored $2,000 price tag for its first foldable iPhone, as historical data shows consumers have consistently purchased increasingly expensive iPhones despite economic headwinds. JPMorgan analyst Samik Chatterjee notes a limited relationship between price and volume over multiple years. iPhone unit sales rose about 10% between fiscal years 2015 and 2026, even as average selling prices jumped roughly 50% and the smartphone market peaked around 2016-17. The mix has shifted toward premium models, with Pro and Pro Max devices growing from 37% of shipments in 2020 to about 65% in 2025. Apple's "Surprise and Shine" keynote occurs Wednesday, with new CEO John Ternus leading his first product launch. Citi analysts estimate 5 million foldable iPhone units will sell in late 2026, and Apple stock has historically gained in the 60 days following iPhone reveals 17 times since 2007.