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Economics on the back of a recession, and the saviors buy expensive models.
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    iPhone 14: how Apple shares reacted to new products.
    On September 7, Apple presented 4 new smartphone models, three Apple Watch models and updated headphones at once. The greatest interest, as always, was captured by the new iPhone models.
    Among the main changes is the abandonment of the famous bangs in the iPhone 14 Pro and 14 Pro Max flagships. These phones also received new A16 Bionic processors and better cameras compared to the previous generation.
    On the other hand, the base model of the iPhone 14, according to observers, does not differ significantly from the 13th. Although the developer assures that he has improved the camera and increased the autonomy of this model. In addition, the budget model received the A15 Bionic processor — not new, but previously it was available only on more expensive phones.
    The economy is on the brink of recession, and consumers are shedding expensive models.
    Smartphones were released in a difficult time for the market. The global smartphone market is falling this year: high inflation and expectations of a recession are driving savings. But for Apple, it seems that this has not become a problem.
    Apple did not publish exact sales figures for new models, most likely they appear only in quarterly reports, however, all preliminary data turned out to be much more optimistic than analysts had predicted.
    The iPhone 14 Pro is much more popular than the 13 Pro was. A year ago, we saw a lot more customers buying the base model iPhone 13," Wedbush analyst Dan Ives said. This came as a surprise to the company. After all, as the reviewer notes, given the current macroeconomic situation, the prevailing opinion was that Apple would have a problem with demand, not with supply. Now the company's problem is to satisfy all orders.
    High demand for analysts is recorded not only in the USA, but also in countries that are more sensitive to economic troubles, for example, in India and China, where the delivery of orders is also delayed.
    Growing interest in flagship models will help Apple raise the average check. According to Counterpoint Research, the average selling price of an iPhone increased by 14% last year, and experts predict that this trend will be maintained or even increased. Despite the fact that the models did not increase in price.
    Based on insiders from companies involved in the supply chain, Apple will produce 95 million different models of the 14th generation this year. For comparison: a year ago, after the presentation, only 80 million of all types of iPhone 13 were sold. Significant pent-up demand helps the company grow its sales. According to Ives, there are 1 billion iPhone users in the world, and 240 million of them have not updated their phones in more than 3 years.
    What happens to shares.
    At the time of writing, one Apple share was worth usd150.8, which is about 2.5% less than on the eve of the presentation of new smartphones. It would seem that from this it can be concluded that investors are disappointed with the new products. At the same time, market trends should be taken into account here. Over the same period, the key U.S. S&P 500 index fell 7.3%, while the tech-heavy NASDAQ 100 lost more than 8.2%.
    The market is under pressure from the aggressive policy of the Fed, the threat of recession and high inflation. However, as recent data shows, investors have more confidence in Apple than most companies, let alone other representatives of the technology sector.
    After the presentation, a number of banks and investment companies have already updated their forecasts for the companys expected share price in a year. The most modest predictions were given by experts at Morgan Stanley, who believe that Apples shares will rise in price to usd180, i.e. by 19.4%. A rise to usd185 (a 22.7% increase) is predicted by Bank of America, and Evercore ISI Research expects the price to rise to usd190 (a 26%). The most optimistic expectation at Wedbush is usd220 (by 46%).
    Analysts consensus forecast for the last half-year puts the stocks expected price at usd186.6 — a 23.7% upside from now.
    According to Morgan Stanley analyst Eric Woodring, the companys strategy of betting on more expensive models justifies itself, and it gives private investors a chance to make money.
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    Apple is in first place the brand was valued at USD 322 billion, the amount increased by 38 % over the year.
    This year, four companies joined the list of the 100 most valuable brands at once. Instagram, Tesla, YouTube and Zoom. Despite the coronavirus pandemic, the total value of all brands in the ranking increased by 9 % compared to last year and amounted to USD 2 trillion.
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