However, far from staying with crossed arms, Apple would already be executing a plan to soften the blow.
According to journalist Mark Gurman, the Cupertino company contemplates several measures To prevent consumers from immediately notice the increase in costs. And the truth is that, at least in the short term, it could go well.
What will Apple do in the United States
One of the strategies that Tim Cook's company has carried out has been the massive collection of products. Apple has been importing large amounts of units before the entry into force of tariffs, scheduled for Wednesday, April 9. In this way, all devices that are already found on American soil remain exempt from new rates. This would allow the company to maintain current prices, at least until the launch of the next generation of iPhone, scheduled for September. The problem is evident: Once that inventory was exhausted, the price increase would be real and notable.
Another movement that Apple would follow would be to press its suppliers and manufacturers to reduce production costs. Apple has an average profit margin of 45%, which gives a certain room for maneuver to absorb part of the impact without transferring it to the final consumer. However, a Escalonada Price Ascentadjusted and temporary while the company evaluates the real scope of tariffs and negotiates possible exceptions.
Will the iPhone cost more?
The most striking thing is that, despite the pressures of the US government, Apple does not contemplate bring its production to the United States again. The supply chain will remain international, with a clear movement towards countries such as India or Vietnam, which are already in conversations with Washington to reach commercial agreements that allow them to avoid or relax tariffs. China, on the other hand, does not seem to be negotiating, which will force Apple to reduce its dependence on the Asian giant if you want to maintain the competitiveness of its prices.
Tim Cook is likely to try once again to obtain a direct exemption, as he did during Trump's first mandate. Apple, like many other technological ones, has been one of the most influential voices when it comes to pressure in Washington when it comes to protecting their economic interests. And although the company does not fear raising prices if necessary, everything indicates that it will do the impossible to avoid it in the short term.
This scenario raises an awkward situation: maintain attractive prices at the expense of its benefit margins or risk losing sales if iPhone and other products are too more expensive. What is clear is that Apple does not improvise. It has been preparing for this commercial crisis for months, and although the coup is strong, it will not catch the offense. The iPhone may not be expected immediately, but if nothing changes, the real cost of these tariffs will end up reaching the consumer pocket. It only remains to be seen when.
