Apple has once again made a strong statement in the tech world with the launch of its iPhone 17 series. According to a report by Morgan Stanley, both the iPhone 17 and iPhone 17 Pro models have exceeded sales forecasts, solidifying their success. With the holiday season approaching, Apple is expected to carry this momentum into the busiest shopping period of the year.
One key detail in the report highlights the iPhone Air, the slimmest and newest model in the lineup. Despite its sleek and lightweight design, consumers seem to prioritize battery life, camera quality, and durability over thinness, leaving the iPhone Air trailing behind in demand compared to the other models.
Apple’s production strategy is also adjusting to this strong demand. Erik Woodring, a Morgan Stanley analyst, noted that the company may increase its production capacity soon. Current figures stand between 84 and 86 million units, but this number is expected to rise above 90 million in the second half of 2025.
Meanwhile, Morgan Stanley raised Apple’s stock price target to $298. However, analysts argue that the strong demand for the iPhone 17 series is already reflected in the current share price, which is hovering around $256.
Looking ahead, analysts forecast further growth in 2026 and 2027, mainly driven by the much-anticipated first foldable iPhone, expected to be unveiled next year. This innovation could mark the beginning of a new era in the smartphone industry.