Apple is considering raising iPhone prices for the first time since the launch of the iPhone X in 2017, according to the Wall Street Journal. Internally, it is being examined whether new features and revised designs could justify a price adjustment. At the same time, the company is trying to avoid creating the impression that the planned increases are related to US tariffs on Chinese products.

The base models have cost a constant 999 US dollars for years. However, the tariffs on imports from China introduced by the Trump administration are increasingly impacting Apple's margin. According to CEO Tim Cook, these measures could lead to additional costs of around 900 million US dollars in the current quarter. Although the US recently reduced the tariffs from 145% to 30%, even this lower threshold significantly affects production costs.

While Apple continues to manufacture most of its high-end models such as the iPhone Pro and Pro Max in China, production in India is being ramped up simultaneously. The goal is to source the majority of devices intended for the US market from Indian factories by the end of next year – a response to increasing geopolitical tensions and the resulting supply chain risks.

Cook had already successfully advocated for exemptions in the customs regime during Trump's first term. This time, Apple is apparently focusing more on strategic diversification of production rather than on political intervention. An official statement from the company regarding the price increase plans is not yet available.

The planned pricing is likely to be a balancing act for Apple: securing higher margins without jeopardizing the premium image or demand in a saturated market.