Apple is preparing for a bigger-than-expected surge in demand for its premium iPhones, with fresh reports suggesting that production of the iPhone 17 Pro and iPhone 17 Pro Max will be scaled up in 2025. Analysts from Morgan Stanley believe the company will raise its output from the previously estimated 84–86 million units into the low 90 million range. 
This adjustment reflects strong consumer interest in the Pro and Pro Max models, which are quickly outpacing the more affordable iPhone 17 Air.
The main takeaway here is that Apple may have underestimated how many buyers would prioritize advanced performance and camera technology over a cheaper entry model. While the iPhone 17 Air was meant to capture midrange interest, its sales have trailed expectations, echoing patterns in the Android market where stripped-down models often struggle compared to their flagship siblings. By contrast, the Pro and Pro Max are reportedly selling so well that Apple is shifting production priorities to meet the demand head-on.
Morgan Stanley’s research points to a familiar upgrade cycle as the driving force. A large pool of users still carry older iPhones, some even from the iPhone X and 11 generations, and many are expected to finally upgrade in 2025. This pent-up demand is especially encouraging for Apple as it lays the foundation for the iPhone 18 lineup, and even more importantly, the rumored foldable iPhone that could debut in late 2026. The expectation is that today’s strong Pro adoption signals loyalty that will carry forward into Apple’s next major product transitions.
In raw numbers, Morgan Stanley forecasts Apple could ship 243 million iPhones next year. However, if the foldable iPhone gains traction and Apple Intelligence features deliver compelling use cases, shipments could climb as high as 270 million. Of course, analysts tempered this with a dose of realism: Apple’s success will ultimately hinge on whether consumers embrace these innovations beyond hype.
Pricing for the iPhone 17 lineup shows Apple continuing to lean into its premium positioning. The iPhone 17 Pro starts at around €1,299 / £1,099 for the 256GB variant and climbs to €1,549 / £1,299 for 512GB. The Pro Max begins at €1,449 / £1,199 and scales to €1,699 / £1,399. Meanwhile, the iPhone 17 Air undercuts slightly with a starting tag of €1,199 / £999. Yet, even with the lower cost, it hasn’t generated the buzz Apple had hoped for, leading some fans to openly call for its quick retirement.
In short, Apple’s strategy is clear: double down on what customers want most – the Pro experience. As one fan cheekily put it, “And the iDomination continues.”