Apple raises prices but says nothing on the impact of tariffs

According to a US daily newspaper, Apple is reviewing the pricing structure for its mobile devices while seeking a justification other than customs duties, so as not to upset the White House.

Apple is considering raising prices for its next range of iPhones expected in the autumn, the Wall Street Journal reported on Monday, while seeking to avoid linking the increase to US tariffs on imports from China, where most of its devices are still assembled.

A welcome respite

Apple shares jumped 7% before in pre-market trading on Wall Street, benefiting from a market rebound fueled by the announcement of a temporary reduction in tariffs between Washington and Beijing. Despite this trade truce, Chinese imports remain subject to a 30% tax in the United States.

Apple, a leading figure in the technology sector, once again finds itself at the forefront of trade tensions between the two powers. These tensions have intensified with the new tariff measures imposed by the Trump administration.

According to the same sources, the price increase would enable Apple to offset the higher costs associated with global supply chain disruptions and tariffs. The group has already begun to relocate part of its production to India, recently stating that the majority of iPhones sold in the United States in the second quarter would now be manufactured outside China. Apple said earlier this month that the impact of the tariffs would result in an additional cost of around $900m for the April-June period.

An idea that goes against the White House's wishes?

The possibility of a tariff increase has been on analysts' radars for several months. However, many believe that such a strategy could weaken Apple in a highly competitive market, particularly against Samsung, which is innovating rapidly in artificial intelligence, an area where Apple remains relatively quiet.

The base price of the iPhone 16 has been set at $799 in the United States, but could rise to $1,142 when import duties are taken into account, according to projections by Rosenblatt Securities, which suggest a potential increase of 43%. The Wall Street Journal adds that Apple could justify these increases with new hardware features, including an ultra-thin design for certain models.

The issue remains politically sensitive. Amazon was recently targeted by the White House after its low-cost subsidiary Haul considered passing on customs tariffs to its retail prices. The Trump administration accused the group of hostile political maneuvers.