Bloomberg Surveillance · Thursday, August 13, 2026
Angelo Zino anticipates that upcoming iPhone models, particularly the Pro devices, will see a price increase of at least $150 when Apple holds its hardware event in September. He suggested that while consumers may hesitate to buy other electronic devices due to rising costs, high-end smartphones are likely to be more resilient. Zino predicts a decline in PC demand on a unit basis, with a similar, though potentially less severe, decline in smartphone demand.
“iPhone prices probably go up at least one hundred and fifty dollars across the board for those pro devices and our view potentially more so, you know, when you kind of think about that, and I will say this looking at different electronic devices.”
“So, you know, we're looking for, you know, PC demand at least on a unit basis to decline meet mid teens. Smartphone demand again also will decline this year as well. It'll be interesting to kind of see how twenty seven looks again, I'd say expect another flat to down type of year next year. So I do think you're going to see some demand destruction at least from a unit perspective.”