Core Insights - Analysts praised Apple's iPhone 17 event for its thinner designs, upgraded cameras, and enhanced AI-health integration, but noted that innovation is incremental [1] - Apple is currently lagging behind market performance, with a focus on battery life, storage upgrades, and ecosystem loyalty, while facing challenges in AI rollouts and reliance on replacement-driven demand [1] Financial Projections - Bank of America Securities analyst Mohan raised Apple's fiscal 2026 revenue forecast to $448 billion and EPS to $8.05, reflecting increased confidence in growth [3] - The forward P/E multiple was increased to 32 times from 31 times, indicating a positive outlook on Apple's growth trajectory [6] Product Features and Market Position - The iPhone 17 Air starts at $999, featuring a thinner design and 256GB base storage, while Pro models include camera upgrades and new in-house chips [4] - The iPhone 17 lineup, including the Apple Watch Series 11 and AirPods Pro 3, largely met expectations, with notable features driving sustained demand [9] Pricing Strategy - Apple eliminated the 128 GB storage tier and introduced a 2 TB option for the Pro Max, effectively increasing average selling prices by about $100 for the iPhone 17 Pro and Air [10] - The unchanged $799 entry price for the base iPhone 17 supports installed base growth while maintaining premiumization at higher tiers [10] Brand Loyalty and Services Growth - Apple's brand loyalty and ecosystem stickiness contribute to lower churn and acquisition costs, providing visibility into long-term revenue durability [11] - Services are projected to drive most gross profit growth over the next five years, justifying Apple's premium valuation despite cyclical headwinds in product revenue [12] Stock Performance - At the time of publication, Apple shares were down 3.12% at $227.04, trading within a 52-week range of $169.21 to $260.10 [13]

Core Viewpoint - Morgan Stanley predicts that Apple may implement a "moderate price increase" for the first time in seven years by eliminating the 128GB entry-level configuration for the Pro model and introducing a higher-priced ultra-thin model, which could lead to a 5% increase in the average selling price (ASP) of iPhones, significantly exceeding the market expectation of 1% [1][3][5]. Pricing Strategy - The anticipated pricing strategy focuses on two main adjustments: the removal of the 128GB entry-level storage option for the iPhone 17 Pro, raising its starting price to $1,099 from $999, and the introduction of the new ultra-thin iPhone 17 Air starting at $999 for the 256GB model, which is $100 higher than the iPhone 16 Plus [3][5]. - The pricing expectations for various iPhone 17 models indicate that the iPhone 17 Air will have a starting price of $999 for 256GB, while the iPhone 17 Pro will start at $1,099 for 256GB, reflecting a strategic shift in storage configurations to encourage higher-priced model purchases [4][10]. Revenue and Profit Potential - The price increase is primarily aimed at offsetting cost pressures from import tariffs and rising component prices, with Morgan Stanley forecasting a 5% increase in iPhone ASP to $939 by fiscal year 2026, compared to a market expectation of only 1% growth to $910 [5][11]. - The report suggests that the current market consensus on iPhone sales and price growth is relatively subdued, which could turn the upcoming product launch into a positive catalyst for Apple's stock performance [5][13]. Sales Volume Expectations - Despite the anticipated price increases, both Morgan Stanley and the market maintain a conservative outlook on iPhone 17 sales, projecting flat shipment volumes of approximately 236 million units for fiscal year 2026 [11]. - However, there is potential for upward revision in sales forecasts, as a survey indicated that 51% of U.S. iPhone users are likely to upgrade within the next 12 months, marking a historical high [11]. Market Sentiment and Stock Performance - Historically, Apple's product launches have led to "sell the news" scenarios, where stock prices decline post-announcement due to overly optimistic pre-event pricing [13]. - This year, however, the market's low expectations for iPhone revenue growth (4% for fiscal year 2026) compared to the historical average (9% from 2011-2020) suggests that a successful pricing strategy could lead to positive stock performance and potentially break the trend of post-launch declines [13].