No
Price Elasticity is very much a thing.
Who would want that?
Margins are important, but so is rate of sales. Hence the statements in the original Reuters article.
Doubt it. Keep a cheap upgrade option with an older and reduced BOM and then use the tariffs as an excuse to boost the top-of-the-line offering to $3k.
But my point is I would be very shocked if base model iPhones, lower specced Pro models, and the 16e would see a price increase beyond 15%.
At the higher tier (Pro Max, and maybe even Pro) absolutely, as those were already out of the price range of the average consumer.
I’ll also be shocked if they take much margin hit there. All of the iPhone’s competitors are also getting tariffed, after all. And the tariffs don’t bridge the labour-cost difference, so it’s not like launching domestic production would make sense even if you could trust that these policies will stick.
Realistically, Apple will eat much of the cost, but increase prices by 10-15%. Most other retailers are thinking the same.
This was noted in the Reuters article [0] this macrumors article stole content from:
> the company will have a tough time passing on more than 5% to 10% of the cost to consumers.
> "We expect Apple to hold off on any major increases on phones until this fall when its iPhone 17 is set to launch, as it is typically how it handles planned price hikes."
[0] - https://www.reuters.com/technology/will-trump-tariffs-make-a...