Apple’s iPhone 17 series stands out in the coming period plans. Morgan Stanley analysts say that the company is preparing to increase production, especially for iPhone 17 Pro and Pro Max models. The number of orders previously prescribed at 84 to 86 million will be moved to 90 million more than 9 million.
In the second quarter analysis, the iPhone Air model was below expectations. This table caused Apple to shift its priority to the upper segment devices. Strong processors, advanced camera features and artificial intelligence -based innovations were effective in users’ demands. In addition, the brand’s high price policy did not deter him a loyal audience towards Pro models. Therefore, it is not surprising that the production increase is mostly concentrated in the Pro and Pro Max series.
Apple expands the production capacity of iPhone 17 Pro and Pro Max in the face of increasing demand
The most important point that analysts draw attention is that old iPhone owners are the interest in new models. Users who have not changed their phone for years are expected to renew in 2026. However, this audience means an important market base not only for the iPhone 17, but also for the iPhone 18 series that will be introduced next year. In addition, the continuation of this trend allows Apple to plan the next two years safer. However, the behavior of old device owners may vary beyond predictions.
Apple’s horizon is not only the iPhone 17 and iPhone 18. The foldable iPhone model, which is expected to be introduced at the end of 2026, is already attracting attention. The presence of brands such as Samsung and Huawei in the foldable device market makes competition even more harder. In addition, Apple is known to develop a strategy that will often make a difference in the markets where it prefers to enter late. Therefore, the foldable iPhone seems to be likely to expand the brand’s impact on the upper segment.
The company’s sales expectation has been re -updated in the light of these developments. Apple is expected to sell 243 million iPhones in 2026. But analysts think that if the iPhone Fold and Apple Intelligence features create strong interest between users, this number may increase to 270 million. This estimate can be shaped according to the course of the world of technology. In addition to all these, users’ adaptation to new technologies will determine whether the numbers are realistic.
The general picture of the market does not offer an easy environment for Apple. Price-performance-oriented devices of Chinese manufacturers create serious competition, especially in developing countries. On the other hand, Samsung’s foldable models reach high sales figures in the Asian market. However, Apple continues to support hardware power with software and ecosystem integrity. The variety of security and application offered by the iOS operating system protects the audience loyal to the brand.
Apple’s increase in production reflects an approach that closely follows user trends. The company is planning the production line by analyzing the movements in the market in a short time. At this point, its focus on pro models reinforces the brand’s strong position in the upper segment. In addition, the increase in production is known to require new regulations in terms of logistics and supply chain. Although there are risks, Apple’s ability to adapt quickly stands out.
The expectations of users are directly reflected in Apple’s product development process. Artificial intelligence features, camera improvements and long battery life are located at the center of demands. In addition, lighter designs and screen quality also determine preferences. Apple’s taking into account these demands explains the interest towards Pro and Pro Max models. Despite everything, the intensity of competition makes every step of the brand more critical.