The Spain striker is being linked with a move to the Premier League and Stamford Bridge is reportedly one of his preferred destinations.
However, as much as he may want to renew his relationship with incoming boss Antonio Conte, who he worked under at Juve, he may only do that if he is given £110,000 a week - or just under £6million a year.
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The same source reports that Chelsea were only planning to offer the highly-rated forward £91,000 a week, but the player wants over £20,000 more than that.
Real Madrid are expected to trigger a buy-back clause on the forward, so it is actually more likely to be the La Liga giants - and not Juventus - who Chelsea may be forced to negotiate with.
The buy-back clause is worth £23million, but it is expected that Real will want around £40million to make as much of a profit as possible.
Roman Abramovich is willing to splash out this summer as he looks to turn Chelsea back into title contenders, but he might want to think carefully in light of Morata's wage demands.
Regardless, nothing will happen until after the Euros, where the 23-year-old is hoping to impress for Spain.
He didn't do that in their opening fixture, an uninspiring 1-0 win over the Czech Republic, but will be hoping to get on the scoresheet in their second game against Turkey.
Is Alvaro Morata worth £110,000 a week? Have your say in the comments.