According to research from Morgan Stanley, the iPhone 17 lineup is showing signs of stronger consumer interest than analysts first anticipated after nearly two weeks on the market (via MacRumors ).

Morgan Stanley’s team including analyst Erik Woodring reports that supply chain checks and extended shipping estimates on Apple’s online store suggest the iPhone 17, 17 Pro, and 17 Pro Max are seeing robust uptake. The one model that appears to underperform is the ultra-thin iPhone Air.

Based on current data, the investment bank expects Apple’s supply chain will raise production in the second half of 2025, targeting over 90 million units, up from the 84 to 86 million units currently planned. Alongside the production forecast, Morgan Stanley bumped up its price target for Apple stock to US $298

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