Apple iPhone 17 Launch Could Trigger 'Sell The News' Reaction, Analyst Warns

Core Viewpoint - Apple Inc. is preparing for the launch of the iPhone 17 lineup in September, but consumer interest and carrier promotions appear to be less enthusiastic compared to previous product cycles [1][2]. Group 1: iPhone 17 Launch Details - The iPhone 17 lineup is expected to launch on September 9, with preorders starting on September 12 and in-store availability on September 19 [2]. - The new ultra-thin iPhone 17 Air will be priced $100 higher than the current Plus model [3]. - Apple is anticipated to unveil four models: Pro, Pro Max, Air, and base, all running iOS 26, with the Air model measuring just 5.55mm [6]. Group 2: Market Expectations and Projections - Analyst Wamsi Mohan maintains a Buy rating on Apple with a price target of $250, despite modest expectations for the upcoming iPhone cycle [1][4]. - iPhone shipments are projected to grow by 1% year-over-year in fiscal 2026, reaching 235 million units, aligning with Wall Street's estimate of 233 million units [4]. - Carrier promotions are expected to match last year's levels, but a more restrained promotional environment may lead to a softer holiday season [4]. Group 3: Potential Impact on Stock Performance - There is a possibility of a "sell the news" reaction following the iPhone event, although strong product demonstrations or unexpected pricing could enhance stock performance [5]. - Apple stock was trading higher by 0.28% at $228.40 as of the latest check [6].