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Apple is recalibrating its manufacturing plans: analysts now expect a boost in production for the iPhone 17 Pro and Pro Max after early demand patterns surprised the company. Morgan Stanley’s latest estimates point to a noticeable uptick in unit orders for 2025, with implications for Apple’s lineup and next-generation releases.
Pro models steal the spotlight — and factory time
Investment bank Morgan Stanley tells investors it’s likely Apple will raise its total iPhone 17 shipments from an initial 84–86 million units into the low-90 millions range for 2025. Crucially, this increase is expected to be concentrated on the iPhone 17 Pro and iPhone 17 Pro Max. Why? Early sales show the iPhone Air hasn’t sold as strongly as Apple anticipated, while buyers appear to be gravitating toward the higher-end Pro options.
Who’s buying, and why it matters
Morgan Stanley’s analysts argue that much of the demand comes from owners of older iPhones — people who skipped a few upgrade cycles and are now ready for a modern device. That cohort tends to favor Pro models because of their feature sets: better displays, stronger cameras, and more performance headroom. If that trend continues, it could shape Apple’s product roadmap and marketing tactics for the next few years.
What this could mean for Apple’s future releases
- Apple now expects to sell roughly 243 million iPhones next year, per Morgan Stanley, with upside to 270 million units under certain conditions.
- That upside assumes strong consumer interest in an iPhone Fold expected in late 2026 and demand driven by new Apple Intelligence features — both potential catalysts for broader upgrades.
- In short: stronger demand for Pro models could push Apple to prioritize higher-margin devices and accelerate development of new form factors.
There’s a touch of irony in the report: Morgan Stanley notes that sales could rise if future products and features persuade more people to buy them — a statement that’s obvious but underscores the simple truth behind forecasting: product innovation drives demand, and demand drives production.
What to watch next
Watch Apple’s official guidance and supply-chain whispers closely. Factory allocations, parts orders, and shipping lead times will reveal whether this production shift is temporary or the start of a longer tilt toward premium models. For consumers, the takeaway is straightforward: if you’re eyeing an iPhone upgrade, the Pro and Pro Max are proving surprisingly popular — and stock levels could tighten if demand continues to outpace expectations.
Source: gsmarena
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