APPLE is reportedly considering increasing prices across its upcoming iPhone lineup set for release this autumn, according to Chinese state media outlet Xinhua. The planned adjustments come as the company prepares to introduce new design features, including a significantly thinner model, The Wall Street Journal has reported.
Despite the potential price changes, the company is said to be keen to avoid any perception that such increases are tied to United States tariffs on Chinese-made goods. Most iPhones are assembled in China.
"Apple Chief Executive Tim Cook has been facing pressure over the US-China trade conflict, which threatens Apple's supply chain," Xinhua noted.
In response to the geopolitical uncertainty, Cook moved to build up US-bound inventory as early as March—prior to the tariff announcements—and has reportedly shifted a portion of iPhone production for the American market to India.
He stated earlier this month that “a majority of iPhones shipped to the US in the April-to-June quarter would come from India”.
According to investment bank Jefferies, Apple sold around 65 million iPhones in the US last year, with approximately 36 to 39 million of those being the higher-end Pro or Pro Max models.
The autumn lineup is expected to feature a redesigned handset that would effectively replace the current iPhone 16 Plus, which retails for US\$899 in the United States. - May 13, 2025
