Morgan Stanley predicts Apple will eliminate 128GB storage from iPhone 17 Pro lineup while pricing the ultra-thin iPhone 17 Air at $999 – a $100 increase over iPhone 16 Plus. These changes could drive 5% iPhone ASP growth in 2026.
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Apple’s Strategic Storage and Pricing Shift for iPhone 17
Wall Street analyst Erik Woodring from Morgan Stanley forecasts significant pricing strategy changes for Apple’s iPhone 17 lineup, targeting higher average selling prices through storage tier adjustments.
iPhone 17 Lineup Pricing Predictions
| Model | Expected Price | Storage Options | Change vs 2025 |
|---|---|---|---|
| iPhone 17 Air | $999 | TBD | +$100 vs iPhone 16 Plus |
| iPhone 17 Pro | Higher baseline | 256GB minimum | No 128GB option |
| iPhone 17 Pro Max | TBD | 256GB+ likely | Storage tier up |
iPhone 17 Air: The Ultra-Thin Flagship Replacement
The iPhone 17 Air emerges as this year’s highlight product, replacing the iPhone 16 Plus with revolutionary design changes and premium positioning.
Key iPhone 17 Air Features:
- Ultra-thin design challenging engineering limits
- Single rear camera for minimalist aesthetic
- Apple’s C1 modem for enhanced connectivity
- $999 pricing positioning it above current Plus model
Storage Strategy: Forcing Higher-Tier Purchases
Apple’s elimination of 128GB from iPhone 17 Pro models represents a calculated move to increase revenue per device by pushing customers toward 256GB variants.
Business Impact:
- Higher margins on increased storage tiers
- 5% ASP growth projected for 2026 iPhone sales
- Revenue optimization without raising base Pro prices
- Market positioning against premium Android competition
Morgan Stanley vs Wall Street Consensus
Morgan Stanley’s bullish iPhone 17 predictions contrast sharply with conservative Wall Street projections of flat unit growth and minimal ASP increases.
Analyst Divide:
- Morgan Stanley: 5% ASP growth with strategic pricing changes
- Wall Street consensus: 1% growth with stable pricing
- JP Morgan alignment: Similar Pro storage elimination, but Air priced $899-$949
- Market implications: Significant revenue impact if Morgan Stanley proves correct
iPhone 17 Launch Event Expectations
The dedicated iPhone 17 launch event is expected to showcase Apple’s most comprehensive product refresh, including multiple device categories.
Expected Announcements:
- iPhone 17 lineup with Air model debut
- Apple Watch Series 11/Ultra 3/SE 3
- AirPods Pro 3 with enhanced features
- Potential Apple intelligence integration across devices
Market Strategy Behind Price Increases
Apple’s pricing adjustments reflect strategic positioning against premium Android competitors while maximizing profitability from loyal customer base.
Strategic Rationale:
- Premium positioning: Maintaining luxury brand status
- Competitive response: Matching Samsung Galaxy S pricing
- Innovation costs: Recovering R&D investment in new technologies
- Market segmentation: Clear differentiation between model tiers
Impact on Consumer Purchasing Decisions
The elimination of affordable Pro storage options and Air price increase may influence consumer behavior and upgrade cycles.
Consumer Implications:
- Budget constraints: Pro models become less accessible
- Storage decisions: Forced upgrade to higher-capacity options
- Alternative considerations: Standard iPhone models gain appeal
- Upgrade timing: Extended replacement cycles due to higher costs
The iPhone 17 changes represent Apple’s continued evolution toward premium positioning while leveraging loyal customer base for sustained revenue growth.
For comprehensive iPhone comparisons and buying advice, explore our Apple device guides and smartphone reviews.
FAQs
Why is Apple removing the 128GB option from iPhone 17 Pro models?
To force customers toward higher-priced 256GB variants, increasing average selling prices and profit margins per device.
How much will the iPhone 17 Air cost compared to iPhone 16 Plus?
Morgan Stanley predicts $999 for iPhone 17 Air, representing a $100 increase over iPhone 16 Plus ($899).
