---
type: "Topics"
locale: "en"
url: "https://longbridge.com/en/topics/100000000795654.md"
description: "Morgan Stanley: Apple $Apple(AAPL.US)> Anticipated iPhone Price Hike: Following recent price increases across non-iPhone products, Morgan Stanley now expects a $200 like-for-like starting price increase for the upcoming iPhone 18 lineup (particularly Pro models) in September, up from their previous estimate of $100–$150.  > Protecting Against Inflation: Non-iPhone pricing actions taken on June 25, 2026, indicate that Apple is aggressively prioritizing gross margin preservation to offset sharply rising memory costs (DRAM and NAND inflation).  > Incremental Margins: A $200 price hike on the iPhone 18 Pro (256GB) is estimated to keep its gross margin stable at ~40%. Similarly, the recent $100 increase on the iPad (2025) and $200 increase on the MacBook Air imply internal incremental gross margins of 40% and 27%, respectively. Consumer Demand & Inelasticity> Resilient Consumer Behavior: Supply chain checks and steady device lead times suggest that recent price hikes have not negatively affected consumer demand or modified Apple's manufacturing volume strategies.  > Product Elasticity Breakdown: Historical analysis shows Apple's core products possess relatively inelastic demand:  iPhone: The most inelastic product with an estimated elasticity of 0.2–0.5.  Mac: Exhibiting an elasticity of 0.8.  iPad: Demonstrating a roughly unitary price elasticity of 1.0."
datetime: "2026-07-14T15:52:21.000Z"
locales:
  - [en](https://longbridge.com/en/topics/100000000795654.md)
  - [zh-CN](https://longbridge.com/zh-CN/topics/100000000795654.md)
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author: "[Equity research](https://longbridge.com/en/profiles/2071818324550963200.md)"
generator: "portal-rs"
---

# Morgan Stanley: Apple $Apple(AAPL.US)> Anticipa…


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> **Disclaimer: This article is for reference only and does not constitute any investment advice.**