Apple is planning to raise prices on new iPhones due to be released in the fall, according to a report in the Wall Street Journal . However, it doesn't want to make it appear as if the increases are related to U.S. tariffs on Chinese imports.
It is said that rather than attributing the increases to trade tensions, the company is considering justifying them through the addition of new technological features and design changes to the models.
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Will tariffs affect iPhone prices?
The new tariffs could cost Apple nearly $900 million in the third quarter alone. However, the company has not yet officially stated whether it plans to pass on those costs to consumers. A significant portion of iPhone production has already been moved to Indiato reduce reliance on China and mitigate the impact of the tariffs.
However, the United States and China recently agreed to a three-month truce on tariffs, allowing for further negotiations. The Trump administration had also announced tariff exemptions for many technology products – such as smartphones, laptops and semiconductor manufacturing equipment – although a significant 20% tariff on other Chinese goods remains in place.
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Apple is preparing to introduce an iPhone with an ultra-thin design, according to numerous previous reports. However, the truly radical changes seem to be planned for 2027.
As Bloomberg 's Mark Gurman reveals , Apple is considering completely eliminating any "cutouts" on the iPhone screen - such as the notch or Dynamic Island .
According to the same information, the company's plans include a particularly innovative model for the 20th anniversary of the iPhone: an almost entirely glass device with a curved surface and no visible cutout on the front. This approach will be reminiscent of the design redefinition of the iPhone X, which was released in 2017, marking the completion of a decade since the first release of the iconic smartphone.
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The potential price hike on the new iPhones seems expected, but also a bit worrisome for consumers. On the one hand, Apple often justifies price increases with new technologies or design improvements, which is usually justified. If the new iPhone does indeed include significant changes, an increase could be considered reasonable.
On the other hand, if the price increases are indirectly related to geopolitical or trade issues – such as tariffs on imports from China – and are simply disguised as a product upgrade, then Apple’s stance may be questionable. Also, in an already expensive market, even small increases may alienate many consumers.
Source: techcrunch.com
