"I've been told about the speculation - it's not something which I seek to read".
"In my opinion, and it's just my opinion, I wouldn't sell at any price but I'm the manager of the team trying to create the best team that I can".
"It's business as normal".
'But with all the rumours, there is no point in me thinking about these different situations until we have something to answer.
The 32-year-old French World Cup victor may have only scored one goal in the league (against Tottenham Hotspur), but his ability to dovetail with Eden Hazard in attack can be the catalyst for Chelsea rocketing through the second half of the season.
His remarkable rise to global football followed an injury nightmare which saw him rupture anterior cruciate ligaments in both knees, leading to two lengthy lay-offs. "He's been a really good goal scorer for us this season, that's the hardest things to do in the sport so we value him really highly".
Howe, meanwhile, refused to rule out strengthening his injury-hit squad further during the transfer window.
Bournemouth have already been active in the transfer market this month with Dominic Solanke signing in a £19m move from Liverpool while Jermain Defoe has joined Rangers in an 18-month loan deal.
The Blues are in desperate need of a new striker after encountering problems with their current crop. Whether they are fit and available we will wait and see'.
The goal of a temporary deal is to allow him to rebuild his value elsewhere, but sources have told ESPN FC that Chelsea want any loan club to cover Morata's salary in full until the end of the season and he will not be allowed to depart until a replacement striker is secured. He's trained very well and I was pleased with his performance last week.