$Apple(AAPL.US) - APPLE TO RAISE IPHONE PRICES FOR FIRST TIME IN 7 YEARS: MSMorgan 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.

Morgan Stanley

Apple

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Walter Bloomberg