Apple CEO Tim Cook discusses the AirPods at a media event in San Francisco on Sept. 7, 2016.
Citi raised its price target on Apple's stock to $300 from $250, as the firm told investors it expects stronger sales and profits this holiday gift-giving season in a note titled "Why this Christmas is Different for Apple."
Apple shares rose 1.5% in trading to close at $265.58. Citi has a buy rating on Apple and the firm's new price target represents a 15% climb in the stock from its current levels.
"We believe consensus is underappreciating the Apple Watch and Apple AirPods demand strength and Apple's wearables segment likely to surpass $10 billion of quarterly sales this quarter," Citi analyst Jim Suva said.