Apple (AAPL) wrapped another market-moving iPhone event on Sept. 9, finally pulling the curtain back on the ultra-thin iPhone Air after months of speculation and a reinvigorated lineup.
Wall Street was quick to weigh in. Wedbush’s Dan Ives called the iPhone 17 a “new era” setup, hinting at a potential upgrade super-cycle, despite the muted AI push.
However, one of the most closely followed voices in Asian tech coverage, Jefferies veteran Edison Lee, is also weighing in with a take that will surprise many.
The Hong Kong-based analyst with roughly 20 years of sell-side experience has built a tough reputation to ignore.
For perspective,TipRanks ranks him 531 out of more than 10,000 global analysts, including a track record marked by a 60.5% success rate and a 31.3% average return per rating.
That kind of résumé carries a ton of weight. Also, with Apple now offering a cleaner design narrative around the Air, the question is whether it’s a setup for the next big leg higher, or just confirmation of what the market already baked in.
Apple’s iPhone Air gets buzz, but analyst Edison Lee stays cautious
Jefferies analyst Edison Lee isn’t buying into the hype.
Despite the flashy Apple iPhone Air reveal, he feels the stock setup is more of a “sell the news” than a breakout.
He keeps a hold rating on Apple, slightly bumping his price target to $205.82, but warns “the good news is already priced in.”
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With the stock slipping post-event, he encourages patience over chasing the pop.
He’s giving credit where credit is due, though, hailing the 5.6 mm thin and $999 iPhone Air as a design talking point.
Nevertheless, he doubts whether the upgrade could drive sustained demand beyond the early adopters.
Wall Street consensus backs him up as the iPhone Air could help holiday comps, but the single-camera choice and battery-life questions dampen hopes for a potential upgrade super-cycle.
Lee also flags two major risks. First, there’s Apple’s stock valuation, which looks mostly stretched against what Air and incremental AI can deliver in the near term.
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Second, there’s macro and policy noise, with tariffs and China pricing squeezing margins.
Edison Lee’s lens on what to watch next with Apple:
- Pre-orders & mix: Does the iPhone Air cannibalize Plus or lift total units?
- China traction: Can the slimmer design and pricing steady share without heavy promotions?
- Margins: Is Apple taking in the tariff hit to hold price points?
- Stock reaction: His hold/$205.82 view implies muted upside, unless there’s a big surprise.
Apple stock is down 6.42% year-to-date and down roughly 2% in the last six months. In the past month, it has nudged up slightly by roughly 2.20%. Over the past decade, Apple has been a massive money spinner, surging over 750%.
iPhone Air brings Apple’s first big redesign in 8 years
Apple’s “Awe Dropping” September showcase had everyone buzzing about the new iPhone Air, its thinnest iPhone yet at 5.6 mm and priced at $999.
It’s Apple’s first major redesign in close to a decade as it looks to reignite upgrades heading into the holidays. Preorders kick off September 12, with availability on September 19.
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In terms of features, the Air swaps in a titanium frame, a 6.5-inch 120 Hz ProMotion display, and a new and improved A19 Pro plus custom comms chips.
The most important development was that Apple has decided to hold overall iPhone pricing steady, despite the tariff chatter.
Analysts frame the launch as a massive “design win” that could have the potential to fuel upgrades and expand Apple’s reach in China.
Nonetheless, questions persist on battery life and the pared-back single camera compared to the Pro models.
Apple also refreshed wearables with AirPods Pro 3, adding live translation, while the brand new Watch Series 11 introduces blood-pressure notifications, alerting up to 1 million users in 150 countries, pending approvals.
Recap of Sept. 9 “Awe Dropping” Apple event:
- Hardware kick: 5.6 mm thin, titanium frame, Ceramic Shield, 120 Hz ProMotion; $999; September 12 preorders, September 19 launch.
- Lineup math: Base iPhone holds at $799; Pro models start at $1,099 after a storage change-up; Air replaces the Plus.
- Wearables lift: AirPods Pro 3 add live translation; Watch Series 11 rolls out blood-pressure notifications with global targets.
- Wall Street read: Analysts see Air as a design-driven growth tailwind, which is priced $100 lower than Samsung’s S25 Edge — a competitive tailwind. However, battery life and the pared-back camera keep the overall expectations mostly in check.
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