Morgan Stanley analyst Katy Huberty said the firm's smartphone survey conducted after Apple's September product launch showed that iPhone retention and "switcher" rates, or the percentage of non-iPhone users expected to move to an iPhone, have increased from the firm's last check in April.

Given the new survey data, the firm's estimate of North American iPhone shipments was raised to 74M from 72M units and, keeping the rest of the world unchanged, that drives its global iPhone upgrade forecast to 268M units from 266M. Noting this increased forecast, along with "surprisingly bullish" Apple Watch demand revealed in the survey, Huberty raised her price target on Apple shares to $199 from $194 and keeps an Overweight rating on the stock.