iPhone 8 Release Date, Price: JPMorgan Says ‘iPhone Pro’ Will Launch On Time But Cost How Much?

Some analysts this week have suggested the iPhone 8’s release date will be delayed, but on Wednesday JPMorgan Apple analyst Rod Hall said the 10th anniversary smartphone will launch in September, according to 9to5Mac.

Hall predicts the iPhone 8, which he refers to as the OLED display “iPhone Pro,” will be released on time but it could launch in limited quantities.

Read: iPhone 8 Release Date Delay: Analyst Says To Stop Worrying About Launch Rumors

The firm doesn’t think reports of a delayed release date will cause any material setback for the actual launch, besides maybe a limited supply in the first month or two.

“We do not believe that Apple’s production schedule is still changing materially with most current delay reports simply dated reverberations of decisions Apple made back in the spring,” Hall wrote. “We expect a small amount of late September EMS output for the Pro model and then ramping production through October with target output levels achieved in late October/early November.”

JPMorgan reduced its forecast for shipments of the iPhone Pro due to “a slower production start” for the device. The firm is changing its prediction from 9 million units for September to ~2 million units. However, the company increased its Y18 unit predictions “by about the same amount to reflect time-shifted demand.”

“Our total iPhone shipments estimate for FQ4 is now 42.2m, reduced from our prior 49.5m forecast. Our FY18 iPhone shipments estimate is now 270.2m, up from our previous estimate of 262.9m,” Hall said.

Read: iPhone 8 Final Design: Power Button Might Double As Touch ID Fingerprint Sensor

As for the price, JPMorgan said the iPhone Pro will be sold for $1,100. He added that “production costs are slightly higher than we had originally anticipated.”

The firm said the steep price will be a “critical demand control variable for a new tier of iPhone” and that “Apple’s pricing strategy is likely to be aimed at spreading this replacement cycle over two years given totally new product categories like AR are likely still a few years out.”

Earlier this week, Morgan Stanley predicted 2018 will be a great year for Apple stock. However, the firm said the iPhone 8’s rumored delay means Apple could have big December and March quarters.

“In light of the most meaningful feature and technology upgrades in iPhone’s history — including OLED displays, wireless charging, and 3D sensors for AR — we believe it’s reasonable to assume the new, higher-priced OLED iPhone ships in October rather than September,” Morgan Stanley analyst Katy Huberty said. The firm rated Apple stock as “buy” and raised its price target from $177 to $182.

Meanwhile, an analyst from Guggenheim said other experts should “quit worrying” about a possible iPhone 8 delay. The analyst, Robert Cihra, said iPhone fans are not likely to switch to another device or another smartphone vendor entirely if the 10th anniversary device isn’t released on time.

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