Investment firm Evercore has upgraded its price target for Apple, again because of the continued success of the iPhone 17 family.

Back in September 2025, Evercore raised its target price twice, going from $250 to $290, expressly because of the iPhone 17 and then the iPhone Air. In late October, the price went to $300, again because of the strong sales of the new models.

But then in December 2025, it was the expectation that an overhauled Siri would drive sales in 2026 that prompted a target rise to $325.

Now in a note to investors seen by AppleInsider, Evercore's researchers are once more focusing on iPhone demand and raising the target to $330 because of it. Other analysts have raised prices too — JP Morgan hiked its to $305.

Historically, Apple's stocks have dropped after an earnings call, regardless of the results, but this time they went up.

That was because of how Apple's September quarter earnings didn't take as bad a hit from tariffs as it could have. And, while it broke multiple records, the main driver was Services surprisingly offsetting lower iPhone revenue on the quarter.

Consequently, the expectation is that, with the holiday season, Apple's December quarter earnings, will reveal the company's best results yet.

Evercore has raised its estimates for those December 2025 quarter earnings to $140.5 billion. Currently the average prediction is $137.3 billion.

For the remainder of the year, company expects the strong demand to continue across the US, India, and China. Its researchers predict a slight decrease in Europe, however.

At the same time, Evercore believes that overall demand has been chiefly for the higher-end models such as the iPhone 17 Pro Max. This is consistent with previous years, but at some point after the start of every year since the "Pro" line was introduced, the product mix shifts to the non-Pro models.

Evercore also notes that the cost of RAM is due to rise, and perhaps steeply, in 2026. But it believes that for up to the end of the March 2026 quarter, Apple is protected from that rise because of its existing long-term deals with suppliers.

Apple stock has had a rough 2026, following a difficult December. To start the year, Apple opened at $271.01.

Since December 1, the stock has fallen 6.5%. It is up slightly overnight, by about $0.50.