With both London clubs among those circling for Morata, Real Madrid look set to exercise their buy-back option of their former striker.
That fee is set at a relatively modest £23m – and they are expected to sell him straight on for around £50m in a shrewd piece of summer business.
Chelsea and Arsenal have been linked with moves for the Spain international, still only 23, but it has been suggested that Serie A champions Juve will also bid to take him straight back to Turin.
However, according to Gazzetta dello Sport, Juve are wary that his wage demands would be way too high for them and look set to withdraw from the race.
It has been suggested that Morata wants around £6m-per-year, which would even far eclipse what Juventus pay their top earners Gianluigi Buffon and Paul Pogba.
And, although he has become an established first-team player since arriving in 2014, he has scored just 15 goals in his 63 Serie A appearances so Juve feel they may get better value for money elsewhere.