---
type: "Topics"
locale: "en"
url: "https://longbridge.com/en/topics/100000000223950.md"
description: "The biggest unknowns at today’s $Apple(AAPL.US) event are Air positioning and pricing.1. How do they pitch the iPhone Air? ➡️A bigger, thinner phone may be better (bigger screen) and worse (too big for the pocket). ➡️Thinner begs the question about the battery life. I think that's why it's bigger is to make a bigger battery. ➡️A lot will come down to the design and price. 2. Pricing. Given the tensions around Cupertino and the White House, I would be shocked to see a change in the starting price, but they may increase the cost of storage.➡️They have pricing leverage. Increasing the price by $100 costs a typical iPhone owner $2 more per month.➡️The last time they made a measurable change was two years ago when they increased the Pro Max starting price from $1,099 to $1,199. That’s a 9% increase.➡️The iPhone Pro lineup started in 2019 at $999. That price has not changed.➡️The most common configuration of an iPhone Pro Max (25% of sales) is $1,400. The most common configuration of the Pro is $1,100.Source: Gene Munster"
datetime: "2025-09-09T14:44:56.000Z"
locales:
  - [en](https://longbridge.com/en/topics/100000000223950.md)
  - [zh-CN](https://longbridge.com/zh-CN/topics/100000000223950.md)
  - [zh-HK](https://longbridge.com/zh-HK/topics/100000000223950.md)
author: "[Gene Munster](https://longbridge.com/en/profiles/21804449.md)"
generator: "portal-rs"
---

# The biggest unknowns at today’s $Apple(AAPL.US) ev…


### Related Stocks

- [AAPL.US](https://longbridge.com/en/quote/AAPL.US.md)

---
> **Disclaimer: This article is for reference only and does not constitute any investment advice.**