Tim Cook said that Apple does not plan to increase the prices of its gadgets yet
Apple lost $900 million due to the new tariffs, but reported record profits for the beginning of this year.
Apple lost $900 million due to the new tariffs, but reported record profits for the beginning of this year.
The technology giant has published a report on the payment of additional fees to the US government. However, this amount seems insignificant compared to the scale of the company itself. Despite almost a billion-dollar loss, Apple does not plan to immediately increase prices. In the second quarter of 2025, the company’s value increased to $1.65 per share, and revenue increased to $95.4 billion. When asked about a possible increase in prices due to tariffs, Tim Cook answered the following:
«Obviously, we are very actively engaged in tariff discussions. We believe in interaction and will continue to do so. Regarding pricing, we do not need to announce anything today.»
The company is reducing tariff pressure by moving production: iPhones are mostly imported from India, Macs from Vietnam. Products made in China are mostly shipped outside the United States.
AppleCare and accessory manufacturers suffered the most losses, with tariffs hitting 145%. Manufacturers of spare parts for device repairs were hit hard. However, the company’s key products were not subject to the «global reciprocal tariffs» while the US Department of Commerce’s investigation into imports of semiconductors continues.
Looking ahead, Cook stressed that the company is not going to raise prices to cover the aforementioned costs. Even some analysts at Apple’s quarterly earnings conference called this financial hit very weak.
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