Tim Cook

Amid trade tensions, Apple CEO Tim Cook has strategically managed relations with the White House, seemingly safeguarding Apple’s interests. While Cook’s efforts, including U.S. investment pledges, have been perceived as successful in mitigating tariffs, analysts predict potential price increases for the upcoming iPhone 17 lineup. This is driven by factors like rising component costs and shifts towards higher-end models, despite Cook’s focus on supply chain optimization. Price adjustments may be subtle, such as discontinuing entry-level storage options.

Apple’s latest earnings report shows a rebound in iPhone sales in China, driving a 4.35% revenue increase in the Greater China region. CEO Tim Cook noted iPhone users in China are at an all-time high, crediting government subsidies. Apple also touts strong sales for Mac, iPad, and Apple Watch. The MacBook Air is reportedly the best-selling notebook and the Mac Mini the top desktop in China, with iPhone holding the top three smartphone spots.

Apple’s fiscal Q3 2025 saw a revenue boost due to accelerated device purchases driven by consumer anxiety over potential tariffs, contributing one percentage point to the company’s 10% year-over-year revenue growth. Initial tariff announcements led to speculation about significant iPhone price increases, prompting consumers to buy early. Apple absorbed $800 million in tariff expenses in the June quarter and anticipates $1.1 billion in the September quarter, potentially leading to a $50 price increase for the iPhone 17 series models.