Apple has noticed an unusual shift in purchasing behavior as customers rushed to buy iPhones earlier than usual this year. The buying spree was sparked by concerns that new U.S. tariffs would make future iPhone models more expensive.
CEO Tim Cook acknowledged the trend, noting that worries over higher prices helped boost sales at the start of the quarter. He estimated that these early purchases added roughly one percentage point to Apple’s overall 10% quarterly growth.
Apple’s Quick Response to Tariff Pressures
Hints of consumer anxiety first appeared during Apple’s May 2025 earnings call, when Cook described a wave of “panic buying.” As the tariffs officially rolled out, the effects became clearer. To minimize the immediate hit for American buyers, Apple adjusted its supply chain strategy.
Much of the additional cost stemmed from tariffs targeting goods produced in China. To offset these expenses, Apple moved a significant portion of iPhone manufacturing for the U.S. market to India. Production of other devices, including iPads and MacBooks, has been shifted primarily to Vietnam.
What Lies Ahead for iPhone Prices
Even with these measures, Cook cautioned that the company isn’t out of the woods. The tariffs could ultimately add nearly $900 million in costs for Apple, leaving the door open to higher prices in the future. With the iPhone 17 expected to debut in September, many consumers remain on edge about potential increases.
For now, Apple’s swift moves have kept iPhone prices stable and sales strong. But with trade policies in flux and new costs looming, the company — and its customers — may still face pricing challenges in the months to come.