Apple is preparing to reflect the price increases that may occur due to new customs tariffs that will enter into force in the United States as of April 9th. It is stated that the company has stocked it here, especially by sending its products such as iPhone and Mac to the US territory. According to Bloomberg reporter Mark Gurman; This move can allow Apple to delay the price increases up to the iPhone 17, which will be introduced in September. Because new tax regulations will only be valid for newly entering the country.
New tariffs directly affect three countries that play a major role in Apple’s supply chain. 54 percent of products imported from China, 26 percent for those from India, Vietnam exit products will be applied at a rate of 46 percent. Since most of the iPhone production is made in China, Apple is forced to take aggressive measures to avoid cost increases. But stock preparation is only part of this process.
Apple also takes on the agenda to temporarily reduce the equipment profit margin
Apple is trying to balance these cost increases by reducing the profit margin in hardware products. The company’s average equipment profit rate is 45 percent. It aims to delay the increase in prices that are directly reflected in the user by sacrificing this rate, albeit limited to this rate. In addition, Apple’s procurement and production costs to reduce the cost of re -investigating some contracts are reported.
In these new talks with supply chain partners and producers, the conditions for production at more affordable prices are re -evaluated. The company is in search of reducing the cost by reducing parts and assembly costs. This makes it possible for the final consumer prices to remain constant in the short term. However, the sustainability of this process still remains unclear.
Apple has not raised the flagship iPhone prices in the USA since it launched the iPhone X model in 2017 with a starting price of $ 999. Since then, exchange rates, production costs and tax regulations have changed seriously. Nevertheless, the company has been successfully preventing the direct reflection of these factors on prices. However, as of 2025, this strategy may have reached the end.
Apple is not limited to only stocking and cost -reduction moves. The company also builds new production bases to make the production network more flexible and scattered. Brazil is one of the new centers that Apple plans to add to its production portfolio. Thus, it aims to put its global production structure on more solid foundations without being dependent on China.
In addition, it is observed that large technology companies such as Apple have similar positions against US import policies. Investments on alternative supply and production centers have gained momentum. The process of using countries such as Vietnam and India as a production center is re -evaluated in terms of both cost and geopolitical balance. This stands out as a development that increases the long -term flexibility of companies.
Although the pressure on the company’s price policy has increased, Apple is trying to manage this transition process without damaging the user experience. The pricing of the iPhone 17 series will be an important indicator in this context. The new models, which are expected to be introduced in September, will clearly show how Apple manages this process. If prices are kept constant, it can be said that the company’s stock and production strategies are effective.
However, if taxes become permanent and a permanent increase in the supply chain, an inevitable rise in consumer prices is expected. Apple’s measures can only delay these hikes and prevent them completely. Although the company currently has an effective resistance, market conditions will be reflected in prices over time. For this reason, users need to be careful in iPhone prices in the coming period.