Apple (AAPL) is holding an even on Tuesday. The tech giant is widely expected to unveil the iPhone 15 and Apple Watch series 9. But could higher prices also be in store? CFRA Research Senior Equity Analyst Angelo Zino says it makes sense for Apple to raise prices, even if it means selling fewer phones. Zine notes that replacement cycles have been extending and that "Apple hasn't been a unit-driven story, even though they have taken some share here over the years," Zino says, adding that it has been more about Apple's ability to "sell that brand and increase prices steadily over time." "We think it's finally time for them to increase the price by $100 on the Pro side of things," Zino says.
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