Having already invested heavily ahead of the upcoming campaign in players such Leonardo Bonucci, Andre Silva and Andrea Conti, this fee may just be that bit too steep for Milan to stomach, but reports in Italy say negotiations are ongoing.
But Starsport understands owner Roman Abramovich is not willing to pay over the odds this summer to frustrate Conte.
Milan announced the signing of Lucas Biglia from Lazio on Sunday, making the Argentine midfielder the 10th arrival of a busy transfer window at San Siro.
Chelsea manager Antonio Conte wants to sign Juventus striker Gonzalo Higuain.
The 29-year-old has scored more than 250 goals in his career.
Tracking back to help out the back line seems to be of equal importance to tucking away the goals.
For the move abroad to be successful - defining success as 50-plus matches played per season - Morata would have to be the main offensive reference for the team in question and that is hardly something that could be guaranteed beforehand by any of the aforementioned squads.
Bonucci penned a latter of gratitude for Juventus after the move. But with this decision, Morata isn't really considering a more conservative option, which would probably mean more silverware and, in the long term, a much better status in world football.
Torino's Andrea Belotti is, understandably, a coveted player given the season he had in Serie A last term.
Rossoneri CEO Marco Fassone confirmed interest in all three last week, while sporting director Massimiliano Mirabelli has today provided updates on his side's chase of the latter pair.
"It is a very important sign to see that now players in Champions League clubs want to join us". Several other targets are set to come in, but Belotti now appears to be a priority signing.
Eduardo Alvarez covers Real Madrid and the Spanish national team for ESPN FC.
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