Ahead of Apple's Sept. 9 event, where it is expected to unveil two new iPhones and offer a sneak-peek at a new wearable device, financial firm Cantor Fitzgerald has given a strong endorsement to investors, saying the next few months could prove to be Apple's most exciting period in many years.
Analyst Brian White said in a new research note issued on Tuesday that Apple's "fab fall" will begin next week, when the company has scheduled a Tuesday event to show off new products. Chief among those is expected to be the "iPhone 6," which is heavily rumored to come in screen sizes of 4.7 and 5.5 inches.
White has particularly high hopes for the larger 5.5-inch "phablet" model, which he believes will help Apple gain market share in the growing Chinese market. In his note, a copy of which was provided to AppleInsider, the analyst revealed that his contacts in the Far East have suggested the 5.5-inch model could launch later than the 4.7-inch variant, though he doesn't expect any gaps to have a significant effect on Apple's bottom line.
As for the so-called "iWatch," White believes that it will be introduced next week but might not be available until a later date, echoing recent rumors. Apple had a five-month lead time between the announcement of the first iPhone and its launch in June of 2007, while the first iPad went on sale just over two months after it was unveiled.
If the "iWatch" isn't immediately available, White won't be concerned, as he sees an opportunity for the company to build momentum heading toward a launch soon after.
"In our view, this allows Apple to create a tremendous amount of free marketing buzz ahead of availability and the lag does not eat into existing sales," he said. "That said, we believe Apple would be wise to have the 'iWatch' ready for holiday purchases in December."
White's price target of $123 is one of the most bullish outlooks for the company on Wall Street, though other analysts have been trending higher as shares of AAPL have risen to record highs. Earlier Tuesday, Gene Munster of Piper Jaffray hiked up his own target to $120, citing Apple's growing presence in consumer electronics with home and health functions included in iOS 8, and anticipated mobile payment functionality rumored to be a part of the "iPhone 6."