Apple is planning to increase the prices of its iPhone lineup set to launch this autumn, though it is trying not to make it seem as if the hikes are connected to the U.S.’ tariffs on imports from China, The Wall Street Journal reported, citing anonymous sources.
The company is considering instead linking the price hikes to other developments, which might include new features and designs, the report said, citing anonymous supply chain sources.
Increased tariffs are expected to cost Apple $900 million in the third quarter, though the company has so far not confirmed if the U.S.-China trade war could impact the prices of its products. The company is also now importing a larger portion of its iPhones from India, rather than China, to mitigate tariffs.
The U.S. and China on Monday, however, agreed to pause their respective reciprocal tariffs on each other for 90 days to allow time for further discussions. Trump’s government has also announced major tariff exemptions for the tech industry, particularly for smartphones, laptops, hard drives, and machines that make semiconductors, though a previous 20% tariff on Chinese goods still applies.
Apple is set to debut an ultra-thin iPhone this year, multiple outlets have reported previously.
The company is also said to have more ambitious plans for 2027. Come 2027, we might see the company’s doing away with a cutout on iPhones altogether, per Bloomberg’s Mark Gurman.
The company plans to release a “mostly glass, curved iPhone” with no cutouts on the iPhone’s 20th anniversary, Bloomberg reported. That would be fitting, given Apple began its last major redesign effort with the iPhone X in 2017, the smartphone’s 10th anniversary.
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Ivan Mehta
Ivan covers global consumer tech developments at TechCrunch. He is based out of India and has previously worked at publications including Huffington Post and The Next Web. You can reach out to him at im[at]ivanmehta[dot]com
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Ram Iyer
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Ram is a financial and tech reporter and editor. He covered North American and European M&A, equity, regulatory news and debt markets at Reuters and Acuris Global, and has also written about travel, tourism, entertainment and books.
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