People are complaining that Apple's new iPhone 17 scratches easily — but these Wall Street analysts say it won't hurt sales

Apple's new iPhone 17 lineup, including Air and Pro Max models, launched to initial analyst optimism, with one firm raising its price target to $290. However, immediate consumer and media reports highlighted a significant scratching issue on the anodized aluminum backs of certain models. Despite these aesthetic concerns, Wall Street analysts largely dismiss the issue as 'overhyped' and unlikely to impact sales or Apple's financial performance, viewing it as a common, manageable design flaw for new product introductions.

Analysis

The launch of Apple's iPhone 17 lineup, featuring prices from $799 to $1,099 and a price target upgrade to $290 from one analyst, was immediately met with consumer and media reports of scratching on the new anodized aluminum shells. Specifically, deep-blue variants of the Pro and Pro Max models, as well as the black iPhone Air, have shown susceptibility to scuffs. The technical cause is attributed to the visibility of the raw silver metal underneath the anodized coating, a contrast to the previous iPhone 16's titanium finish. Despite this widely circulated aesthetic issue, Wall Street sentiment remains largely unconcerned. Analysts from D.A. Davidson and Wedbush Securities have characterized the situation as "overhyped" and a common, manageable occurrence for new product introductions that sell millions of units. They note that any necessary course correction by Apple would likely incur only minor short-term costs and that the issue is unlikely to impact overall sales or the company's bottom line, especially as many users will use protective cases.

Key Decisions for Investors

• Investors should consider the scratching issue as short-term sentiment noise, as influential analysts believe it is unlikely to materially affect iPhone 17 sales volumes or Apple's financial results.
• Monitor for any official company response from Apple or data on return rates, as a formal replacement program could introduce short-term costs that are currently being dismissed by the market.
• The positive analyst commentary, including a price target increase to $290, suggests the underlying investment thesis remains intact; this negative press could be viewed as a minor distraction from an otherwise strong product cycle.