Apple easing its IPhone price first time in 7 years
$AAPL - APPLE TO RAISE IPHONE PRICES FOR FIRST TIME IN 7 YEARS: MS
Morgan Stanley expects Apple to modestly increase iPhone 17 prices at its Sept. 9 event, the first hike since 2017. The iPhone 17 Air will debut with a thinner design, C1 modem, and $100 premium over the iPhone 16 Plus, while the Pro will start at $1,099 for 256GB as lower-storage options are dropped. A new 1TB Air will launch at $1,399. MS sees the changes boosting average selling prices 5% in FY26, well above consensus, and does not expect demand to be impacted. The event will also unveil new Apple Watches and AirPods, though no major Apple Intelligence updates are anticipated.
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