Apple likely to raise iPhone prices in the US — Bloomberg

After holding iPhone prices steady in the US for a long time, Apple will likely be forced to raise them due to new import tariffs, Bloomberg reports.

Since 2017, the starting price of the flagship iPhone has remained at $999, but with new tariffs on products from India, Vietnam, China and other countries, Apple is facing serious financial pressure. In particular, China received the highest overall tariff at 54%, India at 26%, Vietnam at 46%, and other countries at between 20% and 37%.

Despite the active diversification of production — concentrated in India, Vietnam, Thailand, and Brazil — the new tariffs also cover these regions. Therefore, it will not be possible to completely avoid an increase in the price of products.

Apple is considering several options for responding:

• price reduction by suppliers,
• partial coverage of costs independently (margin allows),
• gradual price increases with an explanation of the reasons to consumers,
• further shift of production to countries with lower tariffs.

Apple has also been stockpiling supplies in the US in advance to buy time before the iPhone 17 release in the fall. However, the risk is that the media will focus on the price jump rather than the new features.

At the same time, Apple has already raised prices in other regions — Japan, Europe, the UK — due to inflation and currency fluctuations. Moving production to the US is unlikely — it would be too expensive and would take at least five years.

Ultimately, Apple has options to cushion the blow for consumers — a trade-in program, installment payments, or even a device subscription. But it won't be able to completely avoid the price increase.