Apple is reportedly preparing to raise iPhone prices.
The Wall Street Journal (WSJ) reported on the 12th that "Apple is considering a price increase for the iPhone 17 series scheduled for release this September."
The apparent reasons are the addition of new features and design changes. However, the industry believes that the tariff impact is the actual cause.
iPhones coming from China were designated as items excluded from reciprocal tariffs last month. A price increase is unavoidable for Apple. If prices are not raised, profits are expected to decrease accordingly.
This will be the first time since 2022 that iPhone prices rise in U.S. dollar terms. Currently, the base model is selling for $799 (128GB), and the Pro Max starts at $1,199 (256GB).
However, the specific amount of the increase and the new features have not been disclosed.
CEO Tim Cook noted during the quarterly earnings announcement on the 1st that "the current tariffs will incur an additional expense of $900 million this quarter."
Apple is pushing for production diversification to countries like India and Vietnam. However, it still relies heavily on China.