Apple raises iPhone prices even amid Trump tariffs

In the United States, Apple has recently unveiled its new lineup of iPhones amidst an escalating trade war. On September 12, 2025, the company introduced the iPhone 17 series, which includes the ultra-thin iPhone 17 Air and two other models, Pro and Pro Max, which offer advanced camera quality and features. The new product reveal comes after several years of pressure from the Trump administration, which has sought to encourage domestic manufacturing by imposing tariffs on goods imported from China. Apple’s CEO, Tim Cook, has been under scrutiny for continuing to produce iPhones in overseas facilities while also advocating for large investments in the U.S., committing an unprecedented $600 billion over the next four years to bolster American manufacturing. Despite these efforts, many of Apple's devices remain manufactured in China and India, which has caused friction with government officials eager for production to shift to the U.S. market. In light of increased tariffs, this latest product release could lead to rising prices impacting consumers; analysts project a price hike of $50 to $100 across different models, marking the first pricing changes in five years. The standard entry-level models will see a starting price of $999 for the iPhone 17 Air, while the Pro and Pro Max versions range from $1,099 to $1,199 respectively. The release is seen as a pivotal moment for Apple, which faces increasing competition in the tech landscape and has altered its design to improve battery life and camera functionalities. However, the market is questioning the company's innovation capabilities, given that many of the anticipated improvements, especially regarding artificial intelligence, remain absent from this year's offerings. Customers have shown disappointment with last year's iPhone 16 due to unfulfilled upgrades, leading to lower-than-expected sales. This year, the anticipation surrounding subtle adjustments embraces a mixed sentiment, with rising prices coupled with minor enhancements finally pushing Apple into a corner where the emphasis must transition toward tangible product innovations. Mixed consumer reactions reflect concerns about lower price sensitivity amid general economic uncertainties nationwide. Apple is eager to maintain profitability, especially as rival brands gain market share, but the balancing act of price increases and perceived value could significantly impact future sales and brand loyalty.