Gerber Kawasaki’s Ross Gerber tells investors iPhone demand is holding up even as Apple raises prices

Ross Gerber, co-founder, president and chief executive of Gerber Kawasaki Wealth & Investment Management, said he views the current iPhone moment as resilient even as Apple’s products trend more expensive. Speaking over the weekend, Gerber told Yahoo Finance that iPhone sales continue to look robust despite rising prices across Cupertino’s device lineup.

His comments add to a debate that has followed Apple’s pricing shifts in recent years, namely whether higher iPhone prices dampen demand or simply change the mix of what customers buy. Gerber’s position, as described in the Yahoo Finance report, is that the iPhone category has not shown meaningful weakness from the increases so far.

The market focus now is what happens next as Apple approaches the next iPhone model cycle, often described by analysts as a period when Apple can refresh specs, rethink configurations and, at times, adjust pricing. In the Yahoo report, Gerber is described as suggesting Apple may be preparing for potential price increases with the next model, and he framed the upcoming launch cycle as a point where investors should expect continued pricing pressure.

Gerber’s quote as reported points to a simple decision rule for investors: he implied that Apple’s current setup is not a reason to step away from iPhone exposure. In his view, the company’s ability to sell phones despite higher prices indicates that demand is supported by something more than just price levels, even as customers encounter higher entry points.

The comments also reflect Gerber’s broader emphasis on customer behavior rather than corporate narratives. If iPhone purchasing remains strong at higher prices, the conclusion is that Apple’s brand and ecosystem, plus the installed base of older devices, may be doing more of the work than discounting or aggressive promotions typically do in other smartphone markets.

Even so, the Yahoo report does not provide specific figures, such as iPhone units, iPhone revenue growth rates, or any explicit comparisons to prior quarters. It also does not outline a clear timing or magnitude for any potential next-model price change. As a result, while Gerber’s stance is directionally clear, the underlying data used to support the view is not detailed in the published account.

Apple, for its part, has not disclosed in this report any new pricing plan, nor has it connected a specific next iPhone price point to product strategy in the material described. Generally, Apple’s updates tend to emphasize user-facing features, supply-chain improvements, and trade-offs rather than giving forward guidance on pricing headwinds in a way that would allow an exact forecast for investors.

For investors and industry watchers, the near-term watch item is whether Apple’s next iPhone announcements and pricing structure confirm the idea of continued price pressure, or whether Apple instead uses promotions, trade-in offers, or different configuration strategies to preserve demand. The other key announcement to track will be whether the market response shows preference shifts, such as customers moving to different storage tiers or older models, which can indicate how much demand is sensitive to price at the margin.