Ross Gerber: iPhone demand still looks solid even as Apple’s pricing rises, and the next iPhone could cost more

Ross Gerber, co-founder, president and CEO of Gerber Kawasaki Wealth & Investment Management, said over the weekend that iPhone sales continue to look resilient even as Apple’s product pricing has moved higher across its hardware lineup. Speaking in comments carried by Yahoo Finance, Gerber framed his view as an argument that current demand and channel strength can hold up through price increases, at least in the near term.

In the same remarks, Gerber suggested that Apple may be preparing for another pricing shift tied to the next iPhone. He pointed to the timing leading into a new model cycle and described a potential price move as something consumers and investors should expect, rather than a sign that iPhone demand is breaking down.

Gerber’s comments included a direct recommendation tone. He said, “now is a good time” to buy iPhone 17, according to the Yahoo Finance report, and he appeared to hedge the argument by tying it to the idea that pricing for the next iteration could be higher. The thrust was that the current market setup might be favorable relative to what comes next.

The Yahoo Finance piece also underscored a key theme that frequently drives iPhone pricing debates: Apple can raise prices without losing all momentum because its installed base and brand positioning support ongoing upgrades. Gerber’s remarks, as characterized in the report, leaned on that broad consumer behavior, while not offering specific quantitative evidence in the description provided.

Outside of the Gerber comments, Apple’s public-facing communications tend to emphasize product value and ecosystem benefits when it announces new iPhone generations or pricing-related changes. The company’s newsroom functions as a central place for those product and executive updates, but the available information here does not include an Apple statement that ties directly to the reported timing or magnitude of any “next model” price adjustment.

What remains unclear from the information available for this story is the level of detail behind Gerber’s price expectations. The Yahoo Finance report, as summarized in the materials provided, does not specify whether any potential iPhone 17 price change would be measured in dollars, which storage tiers would be affected, or how Apple’s pricing would compare across regions.

It also was not possible to verify any fresh sales metrics in the information supplied. Gerber’s view is presented as an assessment of demand and pricing durability, but without disclosed unit figures, channel inventory commentary, or updated guidance from Apple in the material provided here.

For investors and consumers, the next iPhone 17 coverage cycle, including any formal Apple communications about configuration, pricing, or availability, is likely to be the decisive datapoint. Until then, the market-watch question is whether Apple’s upgrade demand stays steady even as the company rotates to a potentially higher-priced version and whether competitive pressure or macro conditions change the calculus.

In the meantime, Gerber’s comments add a clear, trader-friendly narrative: if iPhone demand can remain robust when Apple’s hardware lineup costs more, the market may be underpricing the ability to sustain upgrade interest during another model transition. Apple’s actual pricing and any indicates from earnings and supply-chain commentary would be the next items to watch to confirm or challenge that view.