Apple shares were set to rise on Thursday following the launch of new products, including the iPhone 18 Pro and the foldable iPhone Duo, which were unveiled on Wednesday. Goldman Sachs analysts led by Michael Ng noted the company's efforts to keep luring cost-wary consumers, stating the new devices should drive continued strength in demand. However, they added that Apple's decision to launch a higher-end iPhone 18 model in the fall and save lower-cost phones for the spring will help manage rising costs.