Apple won't raise price of next-gen devices despite tariffs

Apple unveiled its next line of products in a Tuesday promotional livestream, the first generation set to be released under the new tariffs.

Despite requests from the Trump administration to move iPhone and other product production to the United States and Apple CEO Tim Cook pledging $500 billion to grow the company’s roots in the country, Apple is expected to continue manufacturing its next wave of iPhones at major hubs in China and India.

While Apple avoids the most severe tariffs, iPhones and other Apple products being brought in from overseas will still face duties of roughly 25%.

Apple sold the base model 128GB versions of the iPhone 16 for $799 and the iPhone 16 Pro for $999 in their launch year.

Even though iPhones are subject to the tariffs, Apple will not raise the price almost entirely across the board. The iPhone 17 remains at $799 while the iPhone 17 Pro increases to $1099. 

That said, the iPhone 17 Pro now has a minimum of 256GB of storage, so the $100 increase is actually still the same price as the 256GB edition of the iPhone 16 Pro.

Additionally, this generation marks the debut of the iPhone Air. The thinnest iPhone ever, it’s designed to be lightweight, power-efficient and durable. The iPhone Air debuts at the previous 128GB iPhone Pro price, $999.

Apple also announced the launch of the next generation of AirPods Pro and Apple Watch during the stream. Like the iPhone, both products did not increase their price from the previous generation.

AirPods Pro 3 stayed at $249, while Apple Watch Series 11, which is now equipped for 5G cellular coverage, will hold the Series 10 launch-day price of $399.

Apple followed in the footsteps of Google. 

Google avoided raising prices for the launch of the Pixel 10, holding the base phone at $799, the Pixel Pro at $999, the Pixel Pro XL at $1,199 and the Pro Fold at $1,799. All models still have the same price as their Pixel 9 counterparts did at the time of their launch.