Apple plans to raise iPhone prices amid tariff pressures, but won’t admit it publicly

Apple is planning to raise prices on its upcoming iPhone lineup this fall, but the company doesn’t want anyone linking the hike to tariffs on imports from China, where most of its devices are made, the Wall Street Journal reported on Monday.

According to the report, most of Apple’s devices are still assembled in China, and those rising costs are starting to bite.

Shares of Apple jumped 7% in premarket trading, partly lifted by broader market gains after the U.S. and China agreed to temporarily ease reciprocal tariffs. Still, Chinese imports into the U.S. will face a 30% levy—so the pain isn’t going away anytime soon.

“Apple is weighing price increases for its fall iPhone lineup, a step it is seeking to couple with new features and design changes,” the Wall Street Journal reported, citing people familiar with the matter.

Apple to Raise iPhone Prices This Fall, Quietly Avoiding Tariff Blame

Apple’s been caught in the crossfire of the ongoing U.S.-China trade fight, a situation that worsened after the Trump administration ramped up tariff actions. The company hasn’t commented on the WSJ report, which cited sources familiar with the matter.

Raising iPhone prices could help Apple offset the extra costs from those tariffs. It’s one of the reasons the company has been shifting more production to India. Earlier this month, Apple said it expected tariffs to tack on roughly $900 million in additional costs for the April to June quarter alone. It also said most iPhones sold in the U.S. during that time would be sourced from India.

Analysts have been speculating for months about a potential price bump. Some have warned that increasing prices now could hurt Apple’s market share, especially as competitors like Samsung keep rolling out AI-powered features that Apple has yet to match.

The base model of the iPhone 16 is currently expected to start at $799, but Rosenblatt Securities estimates that tariffs could push that cost as high as $1,142—a 43% increase.

According to the WSJ, Apple is planning to bundle the price increase with new features and design changes, including a slimmer form factor, possibly to help soften the blow.

Interestingly, this issue isn’t unique to Apple. Last month, Amazon faced political backlash when its Haul unit considered listing import charges on low-cost items because of tariffs. That move drew a sharp response from the White House, which called it a hostile political stunt.

Apple’s approach, by contrast, seems quieter—pass the cost to customers without stirring headlines.