Investment firm Evercore believes that upgrade demand for the iPhone 18 Pro range and new Apple Watch Series 12 is higher than predicted, prompting a target rise of $15.
Apple’s new iPhone 18 Pro range is now in stores.
Back in May 2026, Evercore raised its price by $35 to $365, arguing that investors were ignoring Apple’s long term prospects. Now it’s raised the price again, but this time because of what appear to be short term issues.
Specifically, the company reports that its survey of consumers suggests that the new iPhone range will prompt more upgrades than expected. The improvement is slight, but clear, and also focused on the iPhone 18 Pro and iPhone 18 Pro Max.