Apple is reportedly considering raising prices for its upcoming iPhone 17 lineup, but is taking steps to avoid associating the move with escalating US tariffs on Chinese imports. Citing sources familiar with the matter, the Wall Street Journal reports that the company is aiming to justify the potential increase by introducing new features, including a redesigned, ultra-thin form factor.
The decision comes as Apple braces for a projected $900 million impact in the third quarter due to higher tariffs on goods imported from China, where the majority of its products are still assembled. While the company has yet to confirm if these tariffs will directly affect retail pricing, internal efforts are underway to offset potential losses without explicitly tying them to the ongoing US-China trade tensions.
To mitigate long-term tariff exposure, Apple has been shifting more of its iPhone production to India. However, India’s current manufacturing capabilities reportedly fall short of supporting the more advanced iPhone Pro models, which still require Chinese facilities with specialised infrastructure and technical expertise.
The US and China recently agreed to a 90-day pause on imposing new tariffs, allowing room for further negotiations. Prior to this, the US administration has also granted temporary exemptions for a range of tech products including smartphones, laptops, and semiconductor equipment. Nevertheless, a 20% tariff on many Chinese imports remains in effect.
Speculation around the iPhone 17 continues to build ahead of its expected launch this September. In addition to possible price changes, rumours suggest Apple is preparing to introduce a new “Air” variant to the existing iPhone lineup, which currently includes the base, Plus, Pro, and Pro Max models. Whether the company will push forward with a price hike remains to be seen.
(Source: WSJ)
