Apple is reportedly preparing to increase the prices of its upcoming iPhone models set to launch this fall, according to sources cited by The Wall Street Journal. While the tech giant is said to be distancing the move from the recent U.S. tariffs on Chinese imports, behind the scenes, the added costs may be contributing to the decision.
Rather than attributing the price hike to trade policy, Apple may instead frame the increases around new features, upgraded designs, and technological advancements. Sources within the company’s supply chain suggest Apple is hoping to focus consumer attention on innovation rather than economic pressures.
The tariffs, which could cost Apple an estimated $900 million in the third quarter alone, have already prompted the company to ramp up iPhone production in India to reduce reliance on Chinese manufacturing. Although both the U.S. and China recently agreed to a temporary 90-day pause in imposing new tariffs to allow for further negotiations, a 20% duty on Chinese goods remains in effect. The U.S. government has introduced some tariff exemptions for tech products, but the long-term impact on Apple’s pricing strategy is still uncertain.
Looking ahead, Apple’s product roadmap includes some bold new designs. This year may see the debut of an ultra-thin iPhone, and by 2027 — the iPhone’s 20th anniversary — the company is rumored to release a “mostly glass, curved” device with no display cutouts. According to Bloomberg’s Mark Gurman, this redesign would mark the most significant hardware shift since the launch of the iPhone X in 2017.
