Apple is preparing for record sales growth over the past five years

The bet on unchanged prices paid off

While most smartphone manufacturers have been raising prices to compensate for rising costs, Apple has chosen a different strategy. The company kept the cost of the iPhone unchanged, which allowed it to strengthen its position in the global market even against the background of a general decline in smartphone sales.

According to Counterpoint, iPhone shipments increased by 3%, and Apple's share of the global market approached 20%. This became one of the key factors that supported the company's financial results.

Apple once again led the world in terms of capitalization

Rising sales and steady demand for the iPhone helped Apple regain its status as the world's most valuable public company, overtaking Nvidia. During trading, the company's market capitalization for the first time briefly exceeded 5 trillion dollars.

An additional advantage was that Apple has not yet spent hundreds of billions of dollars on large-scale infrastructure for the development of artificial intelligence, as some competitors do.

What investors expect

Despite the positive results, the market is closely watching the next steps of the company. Analysts expect that already during the September presentation of the new iPhone line, Apple may revise its pricing policy and increase the price of smartphones.

Previously, the company has already increased the prices of certain services, including Apple Music and Apple One. Investors believe that the main challenge will be to maintain high demand after a possible increase in the price of devices.

Forecast of financial results

According to LSEG, in the third fiscal quarter, Apple's revenue may increase by 15.5% — to 108.65 billion dollars, which will be the best result for this period since 2021. At the same time, according to analysts' forecasts, iPhone sales will increase by more than 20%.

Morgan Stanley notes that the high loyalty of users to the Apple ecosystem helps the company more easily survive possible price changes. That is why even a potential increase in the price of the iPhone is unlikely to significantly affect the demand and competitive position of the brand.

What is known before

It was previously reported that Apple is considering raising the prices of its devices due to a significant increase in the price of memory chips and drives. The company aims to maintain the profitability of the business while minimizing the impact of rising costs on its financial performance.