Ross Gerber Says 'Now Is a Good Time' to Buy iPhone 17 as Apple Prepares for Potential Price Hike With Next Model: 'If You're Looking…'
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Ross Gerber Says 'Now Is a Good Time' to Buy iPhone 17 as Apple Prepares for Potential Price Hike With Next Model: 'If You're Looking…' Ananya Gairola Mon, August 17, 2026 at 1:35 AM EDT 3 min read AAPL Over the weekend, Ross Gerber , co-founder, president and CEO of Gerber Kawasaki Wealth & Investment Management , said that iPhone sales remain robust despite rising prices across Cupertino's hardware lineup. "In the Apple Store, they told me sales are as good as ever even with higher prices," Gerber said in a post on X . He noted that Apple has not yet increased the iPhone 17's price and suggested consumers consider buying before the next-generation models arrive. "If you're looking for a new iPhone 17… now is a good time," Gerber said. In the Apple Store, they told me sales are as good as ever even with higher prices. The current iPhone 17 price has not gone up but it will in September with the new models… so current iPhone sales are quite good. If you're looking for a new iPhone 17… now is a good time.… — Ross Gerber (@GerberKawasaki) August 16, 2026 The iPhone 17 currently starts at $799 for the 256GB model in the U.S., while the iPhone 17 Pro starts at $1,099 and the iPhone 17 Pro Max at $1,199. Read Also: Apple Makes Major AI Strategy Shift in China, Develops Own LLM With Alibaba's Support in Bid to Counter Huawei: Report The potential price increase comes as Apple faces soaring memory costs. TrendForce estimates that the bill of materials for the 256GB iPhone 18 Pro could rise about 38% from the comparable iPhone 17 Pro, with memory costs driving much of the increase. Apple could absorb some of the increase through lower margins to limit the impact on consumers. Deepwater Asset Management Managing Partner Gene Munster has separately predicted that Apple could raise iPhone prices by roughly $125, or 15%. The iPhone 18 is expected to arrive in September. Apple has already increased prices on several products , including MacBooks , iPads , HomePod and Apple TV , while keeping iPhone pricing unchanged. The company previously warned that surging DRAM and storage costs are pressuring margins . Apple's fiscal third-quarter results also highlighted continued iPhone strength, with iPhone revenue reaching $54.25 billion, up from $44.58 billion a year earlier. Price Action: Apple shares rose 0.22% to $305.93 on Friday, according to Benzinga Pro. Benzinga Edge ranks Apple stock in the 98th percentile for Quality, with the stock showing a positive medium- and long-term price trend despite a weaker short-term trend. Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors. Read Also: Trump Wanted Advanced Tech Made in America, Tim Cook Brought Mac Mini Production to Texas: 'Thank You' for the $600 Billion Commitment, Says Howard Lutnick UNLOCKED: 5 NEW TRADES EVERY WEEK. Click now to get top trade ideas daily , plus unlimited access to cutting-edge tools and strategies to gain an edge in the markets. Get the latest stock analysis from Benzinga: APPLE (AAPL): Free Stock Analysis Report This article Ross Gerber Says 'Now Is a Good Time' to Buy iPhone 17 as Apple Prepares for Potential Price Hike With Next Model: 'If You're Looking…' originally appeared on Benzinga.com
AI 시장 분석
Ross Gerber assessed that current iPhone 17 sales remain solid despite Apple's hardware price hike pressures, advising purchases before the next-generation model release. TrendForce analyzed that surging memory costs could increase iPhone 18 Pro BOM costs by about 38%, with a price hike expected. Apple's Q3 iPhone revenue rose year-over-year to $54.25 billion, showing strength. Investors should monitor margin pressure from rising costs and potential hardware price increases.
상승 영향
- Smartphones — iPhone 17 sales maintain solid demand, and purchase demand concentrating ahead of price hikes contributes to short-term revenue growth.
하락 영향
- Semiconductors — Soaring memory costs and rising DRAM prices pressure Apple's margins and increase hardware cost burdens.
DYAX 전담 분석
Surging memory and DRAM costs may pressure Apple's margins and negatively impact profitability, but robust iPhone 17 sales ($54.25 billion in revenue) support short-term earnings. The impact of future price hikes on demand and margin defense strategies will be key stock price determinants.
The bullish scenario is demand remaining resilient despite price increases due to brand loyalty, while the bearish scenario is margin erosion from failing to pass on rising costs. Key indicators to watch are memory price trends, next-generation model launch prices, and quarterly margin rates.
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