Apple is reportedly preparing to raise the prices of its upcoming iPhone models set to launch this fall. However, according to The Wall Street Journal, the tech giant is trying to avoid linking the increases to U.S. tariffs on Chinese imports. Instead, the company may attribute the higher prices to enhancements such as new features or design upgrades, according to unnamed sources within the supply chain.
Apple is facing a potential financial hit of around $900 million in the third quarter due to increased tariffs, though the company hasn’t publicly confirmed whether these trade tensions between the U.S. and China will directly impact the pricing of its products. In an effort to reduce its exposure to such costs, Apple has been shifting more of its iPhone production from China to India.
Meanwhile, there’s been a temporary easing in trade hostilities: the U.S. and China recently agreed to suspend further tariff increases for a 90-day period to allow more time for negotiations. The U.S. government has also announced exemptions on some tech products, including smartphones, laptops, and semiconductor equipment, although some previous tariffs—like the 20% rate on many Chinese imports—remain in place.
Looking ahead, Apple continues to push innovation. The company is expected to launch a new ultra-thin iPhone this year, according to multiple reports. Even more ambitious changes are rumored for 2027, which will mark the iPhone’s 20th anniversary. If reports by Bloomberg’s Mark Gurman are accurate, Apple may introduce a radically redesigned, all-glass iPhone with no screen cutouts—a significant design shift reminiscent of the leap made with the iPhone X in 2017.
