Will the price adjustment affect sales? Morgan Stanley's unique view on iPhone 15

According to news on September 8, Morgan Stanley analysts expressed an optimistic view on the sales prospects of the iPhone 15 series. Different from some previous views, they believe that iPhone The sales performance of the 15 series will be far from "sluggish", and sales are predicted to be very strong this year. What’s even more exciting is that they also predict that next year’s iPhone 16 series will be even more popular.

Morgan Stanley’s views coincide with previous remarks by some well-known analysts and media. These views have stated that compared to the iPhone 14 series, Apple seems Reduce the need for iPhone Order quantity for 15 series. However, Morgan Stanley has a different view. They firmly believe that Apple's development is still strong, so they maintain a target price of $215 per share.

Analysts noted in a note to investors that despite some concerns about the iPhone 15 may weaken in sales, but they believe iPhone momentum will deliver year-over-year growth in FY24. This growth will benefit from the growing user base, and Apple is also expected to achieve year-on-year growth expectations relatively easily, thus driving up the average selling price (ASP) of the iPhone.

In addition, Morgan Stanley particularly emphasized the iPhone’s pricing strategy. They believe that although the iPhone Some of the 15's technical upgrades are already known, but there aren't many major spec surprises expected. In terms of price, analysts said that in addition to iPhone 15 Pro Except for the Max, the prices of the other three models will not change. And iPhone 15 Pro The price of the Max will increase by $150 due to the addition of a rear periscope lens. Regarding this price increase, Morgan Stanley believes that it will not have a negative impact on sales, but will have a positive effect on Apple's sales performance.

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