Morgan Stanley analyst Erik Woodring doesn’t expect “many surprises” at Apple’s (AAPL) iPhone 17 launch event on September 9 – noting that the iPhone 17 family, new Apple Watches, and AirPods Pro 3 are among new products that the firm expects to see featured – but adds that it will be “closely watching pricing” as the firm expects Apple to “modestly” raise iPhone prices for the first time in seven years. Conservative FY26 consensus growth expectations “could make the launch a positive catalyst,” adds the analyst, who has an Overweight rating and $240 price target on Apple shares.
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