The day of truth has arrived. At 19.00 today (Italian time), from the setting of the Steve Jobs Theater located on the new $5 billion campus, Apple will present three new iPhones, the new Applewatch with 4G connectivity and the new Apple TV.
The expectation of customers and analysts is concentrated entirely on the first product, a new iPhone that should cost a thousand dollars, created in order to celebrate the tenth anniversary of the launch of the smartphone that revolutionized the universe of global telephony.
Based on the latest rumors, the name will be iPhone X, in contrast with the traditional numerical denomination to highlight the change. Together with the new top of the range, however, two other iPhones will also be presented, more in line with the past, which will update the old models currently on the market.
An entirely new commercial policy, which also represents a bet: on the one hand, the high price of the new flagship product could cause a reduction in demand, on the other it could become the watershed that Apple has been looking for for years.
There is a precedent in favor of Cupertino: three years ago (in 2014), the giant led by Tim Cook launched another memorable breakthrough which, in the long run, proved to be successful, leading to a doubling of sales.
Meanwhile Wall Street is watching. In the session of 11 September, the Apple stock recorded a rise of 1,8%, while just a few minutes from today's opening, the shares are traveling down 0,1% to 161,2 dollars. If things go well, according to analysts, the boost from the new iPhone could push Apple to become the first company in the world with a market capitalization of 1.000 billion dollars from the current 837. A prospect which, however, could reveal itself in the next 6-12 months. Based on past trends, analyzed by UBS experts, in correspondence with the last five launches of the new iPhones, Apple's price has almost always followed the same trend: first a drop (in the two weeks preceding the launch), then a slight increase on the day of the event and in the following two weeks, another decline and yet another increase in the fifteen days preceding the announcement of earnings.
After the first period, according to the forecasts of investment bank specialists, Apple stock will have ample opportunity to reach a target price of $180 per share. The same forecast for Rbc Capital Markets analysts who speak of a target price of 180 dollars. Not only that, revenue could hit a new record, hitting $261 billion in fiscal 2018.
