Apple had $26.5 billion in off-balance sheet commitments at the end of the June quarter -- a massive year-over-year increase that suggests the company is planning for a record breaking launch of its next-generation "iPhone 6s."

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Lofty expectations were beyond the reach of Apple last quarter, sending shares tumbling more than 7 percent. But a number of bullish analysts see the stock pullback as a buying opportunity for investors, who can get in at a cheaper price before the launch of new iPhones.

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Demand for Apple's flagship iPhone 6 and iPhone 6 Plus remains extremely strong, even as the product cycle begins to wind down, while consumer interest in the Apple Watch is outperforming the first iPhone, new data reveals.

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Countering an analyst report earlier on Wednesday predicting a plateau to Apple Watch demand, investment bank Morgan Stanley says U.S. consumer interest is not just strong, but is increasing, with first-year sales estimated to hit 36 million units.

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The iPhone continues to drive growth at Apple, once again propelling the company to a record quarter that has left analysts on Wall Street confident the company's stock will continue to go higher.

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Apple's growing services business, including the App Store and Apple Pay, could account for 20 percent of its earnings in the next two years, or perhaps even sooner if the company launches its rumored subscription TV service this fall, one analyst believes.

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The latest data from Morgan Stanley suggests Apple is on target to set a new record and sell at least 54 million iPhones in the current quarter, which concludes later this month.

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Analysts on Wall Street came away generally pleased with this week's announcement of Apple Watch launch details, viewing the new platform as a way to extend the company's valuable ecosystem and generate more revenue from high-margin products.

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Morgan Stanley showed significant confidence in Apple on Monday, raising their price target to $160 and expressing a belief to investors that the company can continue to grow its business.

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Apple is expected to announce yet another quarter of record sales next week, a trend that investment bank Morgan Stanley believes will continue throughout the spring as demand for the iPhone and Mac remains strong alongside the long-awaited release of the Apple Watch.

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Morgan Stanley joins a number of other investment firms that have raised their price targets on shares of Apple stock this week, reflecting significant gains posted by the company heading into the holiday shopping season and in anticipation of next year's debut of the Apple Watch.

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The average selling price of tablets continues to drop, according to the latest research from IDC, as sales growth in the tablet market is reportedly being driven by low-end, low-cost devices, just as Apple has entered the sub-$250 market with the first-generation iPad mini.

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With the redesigned iPhone 6 expected to set new sales records this holiday season, the impending launch of the Apple Pay mobile wallet service expected to catch on with consumers, and next year's debut of the Apple Watch, analysts on Wall Street were largely satisfied with Apple's announcements this week.

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Apple is on the verge of a major new iPhone product cycle, but this one will be unlike any other launch before it, making it an ideal time for investors to buy in to the company's stock, Morgan Stanley said on Tuesday, helping shares to touch $100 in mid-day trading.

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The data in Apple's recently released 10-Q filing reveals the company has invested heavily in manufacturing and component purchases as it gears up for a series of highly anticipated major product launches this fall, including a next-generation iPhone and anticipated "iWatch."

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Strong customer loyalty for Apple's iPhone is predicted by Morgan Stanley to drive a so-called "halo effect" for sales of the company's rumored "iWatch," prompting the investment firm on Monday to increase its price target for AAPL stock to $110.

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Continued strong demand for Apple's iPhone has the hot selling handset on pace to set yet another record in the current June quarter, the latest data from Morgan Stanley's AlphaWise survey has found.

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Though shares of Apple have been trending upward lately, institutional investors -- including hedge funds, banks, mutual funds and other powerful types of financial institutions -- have not yet bought in, suggesting that when they do, AAPL stock could move much higher.

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Suppliers in the Far East gearing up for Apple's "iPhone 6" are reportedly anticipating 20 percent growth from last year's iPhone 5s launch, setting the stage for the biggest iPhone debut yet.

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Apple might add as much as 30 percent to its U.S. iPhone sales if the company were to release an updated model with a larger 5-inch display, new survey data released Wednesday indicates.

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