Apple will unveil this Wednesday the new generation of iPhone 18 'smartphones' and its first foldable iPhone, along with other products, at an event that will take place in Cupertino (California, United States).
The multinational announced at the end of August the first details of this event, whose motto is "Surprise and shine," set for 10:00 AM Pacific Time (7:00 PM in the Iberian Peninsula) at the Steve Jobs Theater of Apple Park.
During the conference, the company is expected to showcase the new models of the iPhone 18 family, a generation that this time will focus on the 18 Pro and 18 Pro Max versions, relegating the standard model to a secondary role.
Additionally, one of the most anticipated launches is Apple's first foldable iPhone, which industry sources are preliminarily referring to as iPhone Ultra or Fold.
"FIRST BIG EVENT" OF TERNUS
This Wednesday's event will be the "first big event" for product presentation by John Ternus since he took over as CEO of Apple.
Experts from Bank of America (BofA) have reiterated their buy recommendation on Apple shares, setting a target price of $380 (€327) per share.
This forecast implies a potential upside of 19.9% compared to the current price of $317 (€281.3), according to a report released yesterday by the financial institution, on the eve of the announcement of the new devices from the tech giant.
In its base scenario, Bank of America anticipates that "Apple will announce a foldable iPhone and a renewed Pro line," and adds that "the Pro models will experience price increases of between $150 and $200 (€129 and €172)" and that the "base model of the iPhone 18 series will launch next year." Based on these projections, the firm concludes: "We maintain the buy recommendation."
VALUATION MULTIPLE OF 37 TIMES
To justify the target price of $380, BofA applies a valuation multiple of 37 times its earnings per share forecast for fiscal year 2027, estimated at $10.32.
Although this multiple exceeds the company's historical range over the last five years — between 19 and 35 times, with a median of 27 — the bank believes that this premium is fully justified.
Among the key reasons, BofA emphasizes the strategic opportunity represented by the incorporation of artificial intelligence in Apple's ecosystem through the development of an agentic Siri.
It also highlights the forecast of a device renewal cycle that could extend over several years, the backing of a strong cash position, and Apple's ability to expand into new end markets, factors that, together, will reinforce the quality and diversity of its revenue 'mix'.