Apple’s Higher Prices Give iPhone Doubters Reason for Optimism

The Apple iPhone 17 Pro Max

Photographer: David Paul Morris/Bloomberg

Apple Inc.’s latest iPhones didn’t dazzleBloomberg Terminal with new features, but investors are starting to look past that, seeing higher price tags on the devices as a reason to buy the company’s shares.

The stock had a five-day winning streak after slumping in the wake of last week’s product unveiling, which included a thinner iPhone that failed to generate much excitement. Behind the rebound is optimism that more expensive phones — like the top-of-the-line Pro model that retails for as much as $1,999 — could support Apple’s revenue growth even if customers don’t rush to upgrade.