Morgan Stanley raised its price target on Apple Inc AAPL.O shares to $210 from $185, saying it expects the company's iPhone unit sales to double in 2009 at the new $199 price point.
"We believe the market generally expects a doubling of iPhone units with the lower price point ($199) and we believe this is realistic, if not conservative," the investment bank said in a note.
Morgan Stanley expects 27 million iPhones to be sold in calendar year 2009 with an average revenue of $550 per unit.
The investment bank said Apple's operating leverage remains understated and the mass market price and distribution of the new 3G iPhone will be a key driver of higher margin software and service revenues over time.
Shares of Apple closed at $181.43 Tuesday on Nasdaq.
(Reporting by Ratul Ray Chaudhuri in Bangalore; Editing by Vinu Pilakkott)