Apple is preparing to significantly ramp up production of its upcoming iPhone 17 series in response to stronger-than-expected demand, according to a new report by analysts at Morgan Stanley.
The company is expected to increase its production orders from 84–86 million units to the low 90 million range for 2025.
The bulk of this production boost will focus on the iPhone 17 Pro and iPhone 17 Pro Max models. Analysts note that demand for the standard iPhone 17 Air has been lower than anticipated, while consumer interest in the premium Pro models has exceeded Apple’s initial projections. This suggests that Apple may have underestimated the popularity of its high-end models, prompting the company to adjust its manufacturing strategy.
According to Morgan Stanley, the surge in demand is largely being driven by owners of older iPhones who are now ready to upgrade. This upgrade cycle is expected to gain even more momentum in 2025, setting the stage for strong sales of the iPhone 18 series and even Apple’s highly anticipated first foldable iPhone, expected to debut in late 2026.
The investment bank forecasts that Apple could sell around 243 million iPhones next year. However, this figure could climb to 270 million units if features like Apple Intelligence and the rumored iPhone Fold generate strong consumer interest.
The anticipated production increase highlights Apple’s confidence in its next-generation flagship lineup, especially as competition in the premium smartphone market intensifies. By prioritizing the Pro and Pro Max models, Apple aims to meet growing consumer demand for devices offering top-tier performance, enhanced camera systems, and advanced AI-powered features.
With the iPhone 17 launch expected in late 2025, Apple appears well-positioned to maintain its dominance in the global smartphone market and potentially achieve one of its strongest iPhone sales years in recent history.