Apple Inc (NASDAQ:AAPL, ETR:APC) CEO Tim Cook has clarified that recent price increases on the company’s latest iPhone models are not related to tariffs imposed by the Trump administration.
Speaking to CNBC from Apple’s Fifth Avenue store in New York City, Cook said, “There’s no increase for tariffs in the prices to be totally clear,” as the iPhone 17 launched in stores worldwide.
Earlier this month, Apple raised the price of its iPhone 17 Pro by $100, while keeping entry-level models at previous price points.
The company also introduced an iPhone Air model, replacing the Plus at a higher price.
Apple has largely mitigated the impact of tariffs through strategic supply chain adjustments, importing iPhones from countries such as India and Vietnam instead of primarily from China.
The company has also committed at least $600 billion to US manufacturing, supporting suppliers and production domestically.
During the June quarter, Cook said Apple absorbed an $800 million hit from tariff-related costs.
The recent price adjustments appear to reflect product enhancements rather than external levies. The iPhone 17 models feature higher base storage, upgraded features, and overall design improvements.
Cook emphasized that Apple has integrated artificial intelligence across its phones, even if it is not explicitly labeled as such.