By Fortune
September 11, 2014

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By Philip Elmer-DeWitt

Katy Huberty, Morgan Stanley: Event Confirms This Cycle is Different. “Phone 6 / 6 Plus are priced right with features that will drive share gains, Apple Pay is another sign of Apple’s ability to solve complex problems and partner with an existing ecosystem (like iTunes and App Store), and Apple Watch is a first step toward unlocking the wearables market opportunity.” Overweight. $110.

Gene Munster, Piper Jaffray: Apple delivers on promises, exceeds expectations on payments. “Apple delivered on its promise to launch new product categories and services in 2014 with the Apple Watch and Apple Pay. We also note that as expected, Apple announced two larger screen iPhones. While the new iPhones and watch delivered on high expectations, we believe that Apple Pay was the star of the show and should fuel investor belief that Apple could develop a meaningful payments service that could improve earnings over time. Most near term, we expect Apple to release weekend sales figures on 9/22 (continue to believe in our 6.5 million estimate) and note there could be some investor concern given y/y comps that include significant channel fill. Beyond the weekend figures, we believe Apple is entering its strongest product and service offering in history and remain positive on AAPL.” Overweight. $120.

Brian Colello, Morningstar: Innovation Still Vibrant at Apple, But Expectations Remain High. “In our view, Apple’s latest product introduction event was a success. Barring any execution missteps, the launch of two larger-screen iPhones, ApplePay, and AppleWatch should put to rest any fears that Apple and its management team had misplaced their innovation mojo. News around the iPhone 6 and iPhone 6 Plus was mostly in line with our expectations. At this point, we remain comfortable with our estimates of 60 million iPhone unit sales in the December quarter, even though we realize that Apple’s current stock price likely bakes in even loftier expectations.” Raises fair market estimate to $93.

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