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Apple’s newly launched iPhone 17 series appears to be off to a strong start, with early sales reportedly exceeding expectations. According to a new analysis cited by MacRumors, the company’s flagship lineup, comprising the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max, is witnessing “modestly stronger than expected” demand from consumers who are eager to upgrade to the latest devices.
The insights come from Morgan Stanley analyst Erik Woodring, who noted that demand for these three models has surpassed initial forecasts. His research is said to be based on supply chain checks and shipping estimates from Apple’s online store. Current projections suggest that Apple could increase production to more than 90 million units, compared to the initial estimate of 84-86 million.
New iPhones See ‘Stronger Than Expected’ Demand With One Exception https://t.co/zj9zSgtTUt pic.twitter.com/p1uWIP0hlf— MacRumors.com (@MacRumors) October 2, 2025
Apple’s Stock Reaction and Analyst Estimates
Reflecting the optimism, Morgan Stanley has reportedly raised its target price for Apple’s stock to $298 (approximately Rs. 26,457). At present, shares are trading around $257.13 (roughly Rs. 22,800). While this bullish forecast signals confidence in Apple’s strong product cycle, not all market analysts share the same view. Some believe that the current stock price already reflects the expected growth, and further improvements would require more favorable market conditions.
iPhone Air Underperforms Amid Strong Lineup
While the iPhone 17 family appears to be performing well, Apple’s newest addition, the iPhone Air, is reportedly struggling. Analysts claim it is the least popular model in the lineup so far, with significantly weaker demand compared to its counterparts.
The iPhone Air’s slim form factor was intended as a new design experiment, but early indications suggest that it has not resonated with consumers. Buyers seem more inclined towards the more powerful and feature-rich Pro models, leaving the iPhone Air lagging behind in sales.
That said, analysts caution that these conclusions are based largely on shipping numbers, which may not fully reflect consumer sentiment. Various factors, including production adjustments and regional availability, could still influence the iPhone Air’s long-term performance.
What It Means for Apple
The stronger-than-expected demand for the iPhone 17 lineup indicates that Apple’s latest design updates and hardware improvements have been well received. However, the tepid response to the iPhone Air raises questions about whether Apple’s strategy to diversify its product portfolio will pay off in the long run.
As the company ramps up production ahead of the holiday season, Apple’s next few months could determine whether the iPhone Air finds its footing, or remains a niche device overshadowed by the flagship models.
