Apple shares dipped to approximately $319 as investors prepared for the company’s September 9 “Surprise and Shine” event at its Cupertino, California headquarters. The showcase will be the first major product unveiling under newly appointed CEO John Ternus, who took over on September 1, while former CEO Tim Cook became executive chairman. Bank of America Securities kept its Buy rating and $380 target, while KeyBanc retained a Sell rating with a $250 target and DA Davidson maintained Hold with a $270 target. Apple is expected to introduce the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable iPhone, potentially called the iPhone Ultra or Fold, with Citi projecting a starting price above $2,000. The foldable model is expected to use a book-style design with 5.5-inch exterior and 7.8-inch interior OLED displays, 12GB of memory and storage of up to 2TB. All three devices are expected to run iOS 27, while Apple may skip a standard base model as it emphasizes premium products and margins. Analysts have warned that higher prices could hurt unit sales or future profitability. Apple’s shares were also trading around $320, implying a $4.67 trillion market capitalization and a price-to-earnings multiple of 36.92. Wall Street’s consensus rating is Moderate Buy, based on 16 Buy, 11 Hold and four Sell ratings, with a mean target of $337.55, implying approximately 5% upside.