# Time to Buy, Time to Sell. > Source: > Published: 2026-07-23 13:39:23+00:00 One flipped to Buy, one flipped to Sell. By my count 28 say Buy and 20 say Hold or Sell. Apple stock inched lower in pre-market trading on Friday even after HSBC analyst Nicolas Cote Colisson upgraded the iPhone maker to Buy from Hold and raised its price target by about 41% to $366 from $260. The firm said Apple is nearing an “operational turning point,” helped by its AI plans and what it called “one of its most innovative product pipelines.” Colisson said Apple is now better placed to benefit from AI than before. He believes the company can stay away from the “too high capex debate” while using its installed base of 2.5 billion devices to expand Apple Intelligence. The analyst expects Apple’s revamped AI platform to play a key role. He said the new agentic Siri AI will add visual intelligence and richer interactions. It will also access information across apps to deliver better responses. According to HSBC, the AI upgrade comes at the right time as Apple prepares to launch new devices. HSBC also highlighted Apple’s strong hardware roadmap. The analyst expects the iPhone 18 Pro and Pro Max later this year, followed by an iPhone Air, a book-style foldable iPhone, a 20th-anniversary iPhone, and smart glasses over the next two years. He believes these products, along with better AI features, could trigger a “strong renewal cycle” among iPhone users. Reflecting this outlook, HSBC raised its 2027 and 2028 revenue forecasts by 7% to 9%. It also increased its 2027 iPhone sales forecast by 11% to 13% and lifted its 2027 EPS estimate by about 8%. Source: [TipRanks](https://www.tipranks.com/news/why-is-apple-stock-rising-in-pre-market-trading-today-7-17-26?utm_source=alphanewsstream.com&utm_medium=referral) **NB:** 41%! From $260 to $366 is quite a jump. Meanwhile, KeyBanc Capital Markets downgraded the iPhone maker to Underweight from Sector Weight…