The iPhone 17 series models are expected to see their prices increase compared to current iPhones. Apple will pass on the customs duties in force in the United States to everyone, under the guise of new hardware and software.
Apple reportedly intends to increase the price of its phones with the release of the iPhone 17. The information comes from the Wall Street Journal, citing "sources familiar with the matter". The main reason for this tariff increase is reportedly linked to the customs duties imposed by the Trump administration on products imported from China, where the iPhone is manufactured.
But in its communication, Apple will not cite this factor to justify the price increase, reports the business media. The firm will instead emphasize the integration of new features and an updated design to make the pill easier to swallow. Consumers will thus have the impression of paying more for a product that is worth it, and not just because of customs barriers. This strategy will also help legitimize higher prices in markets other than the United States, such as Europe.
A more expensive iPhone 17, and not just in the United States
The situation is constantly evolving, but for now, 20% tariffs on all products from China remain in effect. A de-escalation has begun regarding the famous “reciprocal customs duties”, which had reached 125%, and have just been reduced to 10% following an agreement between the United States and China. Apple is trying to find alternative ways to produce its devices to avoid this tax, but the majority of this year's iPhones will still come from Chinese factories.
We know that the iPhone 17 will have a completely new design. The camera block will be redesigned to extend across the entire width of the rear panel, much like what Google has been doing for several generations of Pixel. The iPhone 17 Air and its slim and light design should also give Apple the opportunity to increase prices compared to those of the iPhone 16 Plus. In terms of features, we're not sure what to expect. The Apple brand has failed to deliver on its AI promises with its latest iPhones, but it should be back with new announcements this year.
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