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Morgan Stanley: Apple (AAPL.O) will slightly increase the prices of the iPhone 17 series at the September event for the first time 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 $1099 (256GB) with the lower capacity options being discontinued. The price of the new 1TB Air will be $1399. It is expected that these adjustments will increase the average selling price (ASP) for the 2026 fiscal year by 5%, surpassing market expectations, and it is anticipated that demand will not be affected. The event will also introduce new Apple Watch and AirPods, but no significant updates to Apple Intelligence are expected.