
4:25 PM PDT · July 31, 2025
Tariffs are projected to costs Apple $1.1 cardinal successful nan July-to-September quarter, an uptick from nan erstwhile period, CEO Tim Cook said during nan company’s net telephone pinch investors Thursday.
Those costs projections, which are based connected existent rates and policies, could extremity up little than expected arsenic they did successful nan erstwhile quarter. Apple incurred astir $800 cardinal of tariff-related costs for nan June quarter, little than nan $900 cardinal estimate the institution shared successful May.
Cook said astir of nan tariffs levied against Apple stem from nan International Emergency Economic Powers Act (IEEPA). Earlier this year, and amid a brewing waste and acquisition war, nan U.S. authorities and China agreed to a 30% tariff on imports from China. That waste and acquisition agreement, which reduced “reciprocal” tariffs from 125% to 10% (plus nan 20% duty against China related to fentanyl), stands until August 12.
While income maturation suggests fearfulness of tariffs helped substance sales, Cook downplayed nan “pull forward” effect, noting that consumers were much motivated by nan “strength of nan product.”
“If you look astatine iPhone, nan 16 family grew double digits, arsenic opposed to nan 15 family from nan year-ago quarter,” Cook said connected nan call. “And truthful we did group an upgrade grounds .. I deliberation it straight is because of nan spot of nan product.”
Sales of nan iPhone roseate 13% year-over-year and generated $44.5 cardinal successful revenue — nearly half of nan full company’s full gross this quarter, which reached $94 billion.
Still, tariffs person had an effect and whitethorn proceed to do so, moreover if Apple shifts its manufacturing strategy to countries pinch little tariffs.
Apple devices are chiefly manufactured successful India, China, and Vietnam. Nearly half nan iPhones sold successful nan U.S. are produced successful India, while Macs, iPads, and watches bound for U.S. customers are made successful Vietnam. Both countries are subjected to tariffs of 25% and 20% respectively.
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President Trump antecedently expressed his dismay astatine Apple shifting its proviso concatenation attraction much toward India, threatening nan institution pinch a 25% tariff unless Apple moved iPhone accumulation to nan U.S.
Cook reiterated Apple’s committedness to nan U.S. successful Thursday’s investors call, saying nan institution has committed $500 cardinal successful investments to nan U.S. complete nan adjacent 4 years, building chips and semiconductors crossed nan country.
Dominic-Madori Davis is simply a elder task superior and startup newsman astatine TechCrunch. She is based successful New York City. You tin interaction her connected Signal astatine +1 (646)-831-7565.