TECH NEWS – Rumors suggest that the Cupertino-based company’s 2025 smartphones are not just selling well, but performing exceptionally strongly.

The iPhone 17 is exceeding expectations, and early sales figures are giving the company a significant boost heading into the holiday season. According to Morgan Stanley, demand for the iPhone 17 and iPhone 17 Pro is higher than projected, strengthening Apple’s market position. The firm notes that consumers remain attracted to Apple’s strategy of focusing on refinement rather than radical redesigns. Although the iPhone 17 does not feature major visual changes, ongoing improvements in performance and user experience appear to be more than enough to convince buyers. This reinforces Apple’s long-held belief that consistency and reliability can drive upgrades just as effectively as a complete overhaul.

Interestingly, the iPhone Air has yet to launch in China, making it difficult to assess global demand for the full lineup. Nonetheless, Morgan Stanley analysts believe Apple can comfortably ramp up production of the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max to meet consumer demand. The strength of these three models indicates that the company is relying on multiple devices, rather than a single flagship, to achieve strong results this year.

The early success of these devices is also raising expectations for the iPhone 18, which is expected to introduce six new models, including Apple’s first foldable iPhone. Analysts believe that, as many users continue to hold onto older devices, Apple is well-positioned to encourage upgrades in the coming years and potentially extend revenue growth through 2027.

“An aging iPhone installed base in need of upgrades — combined with the first-ever foldable iPhone and six new models launching in the next cycle — supports high single-digit annual iPhone revenue growth through fiscal year 2027, even before factoring in any potential impact from AI,” Morgan Stanley wrote.

Apple does not need to redesign the iPhone every year to maintain strong sales momentum. Its balanced approach — combining design stability with continuous improvements — continues to appeal to users ready to upgrade. This strategy also shows that Apple’s long-term iPhone roadmap is built to ensure each new model builds upon the success of the previous one. Apple is set to release its quarterly earnings report at the end of October, which will provide a clearer picture of revenue and new model performance.

Source: WCCFTech, Morgan Stanley