Morgan Stanley: Apple will slightly increase the prices of the iPhone 17 series.

Morgan Stanley: Apple will slightly increase the prices of the iPhone 17 series at the September conference, marking the first increase since 2017. The iPhone 17 Air will be $100 more expensive than the iPhone 16 Plus; the starting price for the iPhone 17 Pro will be $1,099, and low-capacity options will be discontinued. The new 1TB Air will be priced at $1,399. These adjustments are expected to increase the average selling price for the 2026 fiscal year by 5%, well above market expectations, and demand is not expected to be affected. The event will also introduce new Apple Watch and AirPods, but there are no major Apple Intelligence updates expected.