Apple is preparing to increase the prices of its upcoming iPhone models expected to launch in fall 2025. However, the company appears to be strategically distancing these price hikes from the rising U.S. tariffs on Chinese imports. According to The Wall Street Journal, citing internal sources, Apple will instead link the increases to new features and innovations in design.
Supply chain insiders suggest Apple aims to justify the price surge by highlighting technological advancements. Still, behind the scenes, the U.S.-China trade dispute could cost Apple nearly $900 million in the third quarter alone. The company has not officially confirmed whether these costs will translate into higher consumer prices.
In an effort to mitigate the impact of tariffs, Apple has begun shifting a significant portion of iPhone production from China to India—an attempt to diversify manufacturing and reduce dependency on a single region.
Meanwhile, the U.S. and China have agreed on a 90-day pause on imposing further tariffs to allow room for negotiation. Additionally, the U.S. government has issued significant tariff exemptions for the tech industry, particularly smartphones, laptops, hard drives, and semiconductor manufacturing machines. Nevertheless, a prior 20% tariff on many Chinese goods remains in effect.
Apple is also reportedly set to introduce an ultra-thin iPhone model this year, marking a notable shift in design aesthetics and innovation.
Looking further ahead, the company has ambitious goals for 2027. According to Bloomberg’s Mark Gurman, Apple may launch a fully curved, all-glass iPhone with no screen cutouts to celebrate the 20th anniversary of the device—echoing the major redesign that began with the iPhone X back in 2017.