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In a report dated September 4, Morgan Stanley anticipates that Apple will introduce a slight price increase for the iPhone 17 series during its September event, marking the first such adjustment since 2017. Specifically, the iPhone 17 Air will carry a $100 premium over the iPhone 16 Plus, while the iPhone 17 Pro will start at $1,099 for the 256GB storage option, with the lower-capacity variant being phased out. Furthermore, the new 1TB Air model will retail for $1,399. These price adjustments are projected to elevate Apple's average selling price (ASP) by 5% in fiscal year 2026, exceeding market forecasts, without negatively impacting consumer demand. The event is also expected to unveil new Apple Watch and AirPods models, though substantial upgrades to Apple's intelligence features are not anticipated.
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