Apple is reportedly planning to increase the prices of its upcoming iPhone lineup this autumn, according to The Wall Street Journal, citing anonymous sources. The company is considering attributing the price hikes to new features and designs rather than the U.S.’ tariffs on imports from China.
Increased tariffs are expected to cost Apple $900 million in the third quarter. To mitigate these tariffs, Apple has started importing a larger portion of its iPhones from India instead of China. The U.S. and China have agreed to pause their respective reciprocal tariffs for 90 days to allow for further discussions.
The U.S. government has announced major tariff exemptions for the tech industry, particularly for smartphones, laptops, hard drives, and machines that make semiconductors. However, a previous 20% tariff on Chinese goods still applies.
Apple is expected to debut an ultra-thin iPhone this year. The company also has plans for 2027, including releasing a “mostly glass, curved iPhone” with no cutouts to mark the iPhone’s 20th anniversary, according to Bloomberg’s Mark Gurman.
This future iPhone design aligns with Apple’s past redesign efforts, such as the iPhone X in 2017, which was released on the smartphone’s 10th anniversary.
