Apple shares came into the spotlight after JPMorgan raised its price target to $255. This represents nearly a 10% potential upside compared to the last closing price of $238, according to TradingView. Although Apple’s fall product launches are usually predictable, this year could bring more modest growth in both hardware and pricing strategy.

Apple shares gain new momentum

The main driver is expected to be the new iPhone Air, aimed at appealing to a wider range of customers and priced closer to the base models than the premium Pro versions. Supply chain estimates indicate 10 to 15 million units in the second half of 2025, but higher demand could push these numbers even higher, according to a Finbold report.

Comparing Apple’s stock price performance across different Septembers shows that not every year brought significant growth. Sometimes gains were modest or stagnated, reflecting investor concerns about market saturation or increasing competition.

It is important to highlight that since September 2019, Apple has never experienced a negative year-over-year period. This means that even though growth dynamics fluctuated, the stock maintained a stable upward trajectory. For investors, this is a clear signal of the company’s resilience and ability to generate value even in challenging times.

Pricing strategy and service segment

Another key area is pricing policy in China, where smartphones priced up to 6,000 CNY (about $840) receive a 15% government subsidy. If Apple can position the iPhone Air effectively within this price range, it could secure strong growth and gain a competitive advantage in this important Asian market.

Beyond hardware, the services segment is increasingly significant. App Store, Apple Music, and iCloud generate higher margins and stable recurring revenue from over two billion active devices. Another important factor for investors is the extensive $100 billion share buyback program, which supports earnings per share and long-term shareholder value.