iPhone 17 Pro Sales Outpace Expectations

Apple’s latest iPhone lineup has been off to a stronger start than Wall Street expected. Both Morgan Stanley and JPMorgan are pointing to early signs that the iPhone 17 Pro and Pro Max models are driving unusually strong demand, giving Apple a boost heading into 2026.

Analysts See Stronger-Than-Expected Demand

Morgan Stanley raised its Apple price target from $240 to $298, citing “modestly stronger” demand for the iPhone 17 series. Early supply chain checks suggest Apple may increase production to over 90 million units in the second half of 2025, up from the current 84–86 million. While demand is strong for the iPhone 17, 17 Pro, and 17 Pro Max, the ultra-thin iPhone Air has been the weak spot, showing relatively soft interest compared to the rest of the lineup.

Pro Models Take the Lead

JPMorgan’s survey backs up this momentum, showing that 72% of consumers prefer Pro models this year, compared to 64% for the iPhone 16 lineup. The iPhone 17 Pro Max is leading the pack at 33% of interest, followed by the Pro at 22% and the base iPhone 17 at 20%. In contrast, the iPhone Air barely registered, scoring only 2% of consumer preference in both the U.S. and China.

For existing iPhone owners planning upgrades, 82% said they expect to buy a new iPhone in 2025, with the majority choosing Pro models. Among Android switchers, interest has dipped slightly, but nearly 70% of those considering an iPhone want a Pro model, showing how Apple’s high-end devices are anchoring the upgrade cycle.

Setting the Stage for iPhone 18

This stronger-than-expected start for the iPhone 17 lineup is already shaping expectations for Apple’s next major release. Analysts at Morgan Stanley believe an aging iPhone user base, combined with the long-rumored first foldable iPhone and six total iPhone launches in 2026, could drive high single-digit revenue growth for years ahead—even before factoring in Apple’s AI ambitions.

Apple will provide more concrete sales numbers when it reports quarterly earnings at the end of October, but the early signals are clear: the iPhone 17 Pro is more popular than ever, and it’s giving Apple a stronger foundation for its next big cycle.