Apple Faces Mixed Outlook Amid iPhone Demand Shifts, BofA Maintains Optimism

UBS is holding its Neutral rating on Apple Inc. (NASDAQ:AAPL) with a $210 price target, noting that while recent iPhone sales data shows a strong start to the June quarter, the boost is likely short-lived and not indicative of a lasting trend.

According to supply chain insights and early sales estimates from Counterpoint, global iPhone sell-through for April and May is tracking in the mid-teens percentage growth year-over-year. UBS attributes this jump—similar to April’s 14% increase—to consumer concerns about potential iPhone price hikes driven by U.S. tariffs on Chinese and Southeast Asian imports, which may have pulled forward some demand.

iPhone sell-through is currently estimated to be around 4 million units higher than the same period last year. While that offers a temporary lift, UBS notes that these gains occurred during what are typically slower months for sales. With the June quarter typically averaging about 45 million iPhone units, the recent strength may not be sustainable.

Furthermore, the firm points to underwhelming announcements at Apple's WWDC and subdued purchase intent observed in its latest UBS Evidence Lab survey as reasons to expect a cooling in demand ahead. In UBS’s view, the market is unlikely to project this early-quarter momentum into future quarters without stronger product catalysts or demand drivers.

KeyBanc reiterated its Sector Weight rating on Apple (NASDAQ:AAPL), maintaining a neutral stance despite signs of continued hardware strength, particularly in iPhone sales.

According to May KFLD data cited by the firm, indexed spending fell 1% month-over-month—better than the typical three-year average decline of 2%—and remained up 22% year-over-year, though decelerating from April’s 38% growth. KeyBanc attributes the May performance to a demand pull-forward seen earlier in the spring, with spending levels elevated from a stronger starting point.

The firm believes current trends suggest resilience in Apple’s hardware segment, especially iPhones, and noted that carrier data on upgrade rates and new customer additions reinforces a stable demand environment. As a result, KeyBanc is holding its current estimates but considers them conservative.

Despite this, analysts don't see compelling valuation upside, citing Apple’s forward 2026 EV/EBITDA multiple of ~19.7x—slightly below its three-year average of ~21x—as still expensive in the context of the company’s expected growth.

Needham cut its rating on Apple (NASDAQ:AAPL) from Buy to Hold, flagging a mix of fundamental, competitive, and valuation headwinds that may limit upside in the near term.

The firm trimmed its earnings and revenue forecasts, citing slowing growth prospects and intensifying competition. Major tech rivals are targeting Apple’s lucrative platform fees, while advancements in generative AI could spur hardware innovations that threaten Apple’s device ecosystem.

Valuation was another sticking point. Apple is currently trading at over 26 times projected 2026 earnings—a level Needham considers elevated, especially without a clear catalyst to drive near-term acceleration.

The firm said a major iPhone upgrade cycle would be necessary to reignite momentum, but does not expect one within the next year. Analysts suggested a more attractive entry point would be in the $170 to $180 range. However, they also noted that if Apple were to aggressively develop a new advertising revenue stream, it could meaningfully boost both top- and bottom-line growth.

• UBS maintains a "Buy" rating for Apple Inc. (NASDAQ:AAPL) despite a 20% decline in stock price, indicating confidence in long-term growth.
• Apple's potential tariff challenges could impact gross margins, yet its services business continues to grow, showcasing adaptability.
• The company's market capitalization stands at approximately $3 trillion, with a current stock price of $200.85, reflecting resilience amidst competition and market fluctuations.

Apple Inc. (NASDAQ:AAPL) is a leading technology company known for its innovative products, including the iPhone, iPad, and Mac computers. The company has built a strong ecosystem with approximately 2.3 billion Apple devices worldwide. Despite its success, Apple faces challenges, such as the recent decline in its stock price and increased competition from companies like Nvidia and Microsoft.

On June 1, 2025, UBS maintained its "Buy" rating for Apple, with the stock priced at $200.85. Despite a 20% decline in Apple's stock this year, UBS's decision to hold the current position suggests confidence in the company's long-term potential. Apple's market capitalization now stands at $3 trillion, trailing behind Nvidia and Microsoft, with the possibility of soon falling behind Amazon.

A significant factor contributing to Apple's stock decline is President Trump's plan to impose a 25% tariff on iPhones manufactured outside the United States. This tariff could severely impact Apple's gross margins, affecting its profitability. Despite this challenge, Apple's iPhone has been a key driver of its success, with no significant stumbles since its launch in 2007.

Apple's stock price currently stands at $200.85, reflecting a 0.45% increase with a change of $0.9. The stock has fluctuated between a low of $196.78 and a high of $201.94 today. Over the past year, AAPL has reached a high of $260.1 and a low of $169.21. The company's market capitalization is approximately $2.999 trillion, with a trading volume of 70.8 million shares on the NASDAQ.

Despite the recent decline, Apple's services business, particularly its App Store, continues to grow, fueled by the vast ecosystem of Apple devices. This growth highlights the company's ability to adapt and innovate, even in the face of challenges. As highlighted by Benzinga, Apple's stock performance may lag behind peers, but Wall Street remains optimistic about its future prospects.

On May 2, 2025, Scotiabank downgraded Apple's stock (NASDAQ:AAPL) to a "Perform" rating. At that time, the stock price was $205.35. Apple, a leading technology company known for its innovative products like the iPhone and Mac, faces competition from other tech giants such as Samsung and Google. Despite this, Apple remains a dominant player in the tech industry.

Apple is experiencing a challenging year, as noted by Nabila Popal, senior director at IDC. Despite these challenges, Popal believes Apple's long-term outlook is strong. The stock price reflects a decrease of 3.74%, or $7.97, from its previous value. During the trading day, the stock fluctuated between a low of $202.16 and a high of $206.99.

Over the past year, Apple's stock has seen significant fluctuations, with a low of $169.21 and a high of $260.10. This volatility indicates the market's reaction to various factors affecting the company. Despite these fluctuations, Apple's market capitalization remains robust at approximately $3.08 trillion, highlighting its strong position in the market.

Today's trading volume for Apple is 91.85 million shares on the NASDAQ exchange. This high trading volume suggests active investor interest and engagement with the stock. As Apple navigates its current challenges, investors continue to closely monitor its performance and future prospects.

On May 2, 2025, Scotiabank downgraded Apple's stock (NASDAQ:AAPL) to a "Perform" rating. At that time, the stock price was $205.35. Apple, a leading technology company known for its innovative products like the iPhone and Mac, faces competition from other tech giants such as Samsung and Google. Despite this, Apple remains a dominant player in the tech industry.

Apple is experiencing a challenging year, as noted by Nabila Popal, senior director at IDC. Despite these challenges, Popal believes Apple's long-term outlook is strong. The stock price reflects a decrease of 3.74%, or $7.97, from its previous value. During the trading day, the stock fluctuated between a low of $202.16 and a high of $206.99.

Over the past year, Apple's stock has seen significant fluctuations, with a low of $169.21 and a high of $260.10. This volatility indicates the market's reaction to various factors affecting the company. Despite these fluctuations, Apple's market capitalization remains robust at approximately $3.08 trillion, highlighting its strong position in the market.

Today's trading volume for Apple is 91.85 million shares on the NASDAQ exchange. This high trading volume suggests active investor interest and engagement with the stock. As Apple navigates its current challenges, investors continue to closely monitor its performance and future prospects.

Raymond James lowered its price target on Apple (NASDAQ:AAPL) from $250 to $230 while maintaining an Outperform rating, citing growing concerns over tariff-related headwinds that could pressure earnings in the coming years.

The firm trimmed its 2025 and 2026 earnings forecasts, projecting that ongoing import tariffs could cut Apple’s EPS by 8% to 10% if fully applied. Although Apple has ramped up manufacturing outside of China—enough to meet roughly half of U.S. iPhone demand—the future tariff treatment of imports from India and Vietnam remains uncertain after a temporary 90-day exemption pause.

Raymond James now assumes a 15% blended tariff rate on all Apple imports, reflecting a cautious base-case scenario where Apple responds by raising U.S. prices, which could in turn dampen demand and compress earnings.

For the March 2025 quarter, the firm raised its estimates to $96.3 billion in revenue and $1.65 in EPS, up from $94.5 billion and $1.62, driven by strong iPhone 16e demand and consumer pull-forward ahead of potential tariff increases. However, the forecast for June was lowered slightly to reflect expected cost pressures, with EPS revised down from $1.50 to $1.44 and gross margins expected to decline by about 100 basis points.

Apple is expected to begin implementing price hikes in the September quarter to mitigate the impact, but overall, Raymond James reduced its 2025 EPS estimate from $7.31 to $7.15 and 2026 from $8.20 to $7.70.

Despite near-term volatility, the firm views any pullback as a buying opportunity, highlighting Apple’s dominant ecosystem, sustained double-digit growth in Services, and long-term potential from on-device AI capabilities.