Apple, like many other American companies, is at the gates of an unprecedented crisis in which They must apply changes if they do not want to considerably increase prices Devices such as iPhone or Mac. And it is almost irremediable after the rise of the prices imposed by the government of Donald Trump.
Mark Gurman, the Apple filter and analyst The measures that Apple will take to alleviate the impact on the price This will mean new pricing policies. Plans which, although they do not exclude price increases, could be lower than those that some analysts had estimated.
All countries where apple manufacturers have prices
The prices imposed by the United States on imports from countries like China or India will already affect the iPhone 16, which are produced by mass in these two territories. However, it seems rejected that Apple increases its prices. This change in the company in the middle of the party is generally not common and therefore the eyes are already on the next iPhone 17 which, unless surprised, will arrive in September.
Although not only will these two countries affect the iPhone. In other territories such as Vietnam, Tailandia, Malasia, Indonesia o IrlandaApple also has suppliers for the manufacture of parts for Mac, AirPods or Apple Watch. Everyone will also have prices, so practically any product of the brand flying the American soil will have to pay a toll.
This is the reason why these last days They emerged from fairly pessimistic forecasts in terms of price increase Future devices such as the iPhone 17. Taking into account the price costs, 43% increases that would place the starting prices of $ 1,500 for basic models, reaching 2300 for 1 TB of models, have been suggested. However, Apple's part aims to be different. In other words, the increases are viewed, but with an impact lower than this and all due to plans which, according to Gurman, are already on the Apple Park table.
The price exception is the best outing
Knowing all of this, and that Apple is one of the main companies in the United States and whose stock market has already rented in recent days with other great Wall Street, it is normal to think that Trump could make a price exception with Apple. In fact, the company, with its CEO at the head, has been trying to win the president for months.
However, several experts have already stressed several weeks that there could be no price exceptions. Actually, Today, Apple must still comply with the same rules as other companies. Consequently, and despite the fact that Gurman does not yet exclude this possibility, and well what it does, the truth is that Apple will have to study other options.
Without excluding price increases, in Apple does not want them to be so serious
In recent days, analysts have estimated iPhone price increases of more than $ 1,000, which would be from the United States to $ 1,500 and up to $ 2,500 in some models. Although it seems crazy, it would be the most logical if Apple intends to continue with the same commercial model and without modifying its supply chain, nor the profit margin.
Now, as Gurman points out, Apple has other plans with which trying to mitigate the additional cost of his production without affecting the consumer. Or, rather, without affecting it as much, because neither Gurman nor other experts, do not believe that he will be able to follow everything as so far. And in these Hypothesis of a lower profit margin by the company, which is currently around 45%.
Assume part of the price
The reduction of this beneficiary margin can possibly end up being more profitable for the company. It will earn less with each iPhone or mac unit sold, but if the consumer price does not vary too much, it will be guaranteed that they continue to be sold and therefore to mitigate the sales crisis which would mean if the price increases excessively.
Gurman also talks about the possibility of Read the agreements with their suppliersBy supporting them to get better prices in each component, without excluding other changes in the supply chain. This could bring the company to ally with other partners who offer either better economic agreements, or whose country of origin has lower rates. Or both.
Gurman's bet on what Apple will do is further diversify your manufacturing business. This could even lead to manufacturing more and more equipment in the United States. This is something they already started in 2019 in Houston, precisely during Trump's first term. In recent months also, they have expanded investments to create servers of servers for AI.
NOW, Manufacturing in the United States is not the cheapest option. Not at least in the short term, because for this, manufacturing factories should be extended and increase the hiring of wages according to the country. And so, they would always specify agreements with suppliers who provide them with the necessary components, without getting out of this pricing rate. For Gurman, there is little chance that it will be done.
What will happen with prices in countries like USA?
The American consumer is on paper the principal affected by these tariff measures and seems obvious that, although this is not a strong increase, he will end up paying more for the iPhone. Given this, Gurman thinks that Apple could end up launching his rumor Material subscription plans.
These plans have been on the table for years, although they have never been formalized, so all the details about them are not known, if they can be launched. However, due to Gurman and other analysts, it could be something similar to rent. That's to say, Pay monthly costs and have the opportunity to renew the iPhone every 1 to 2 yearsBeing able to finish it at any time, although he had to return the team.
These subscription plans could be reached Add accessories Like AirPods and even devices such as iPad or Mac. However, it seems to be a plan designed for the American public and, although it does not reject its extension to other territories, they would initially serve to mitigate the crisis of the country which will have precisely more prices: the United States.
What will happen with prices in countries like USA?
What Gurman does not comment, but it is necessary to take into account is that when a company like Apple must increase prices, it can do so in a single country like the United States or distribute the increase in all countries. At first glance, this second option may seem more unfair, but from an economic point of view, Distribute the climb on a global scale It can be less risky for the apple.
If Apple increases prices a lot and the fact in the United States only, it risks losing sales on its largest market, which only represented 42.7% of its annual income, which led to $ 167,045 million. Make an increase on a smaller, but global scale, The impact on each American consumer would be lower. Of course, European citizens and other parts of the world would pay sinners.
What is clear is that Apple faces an unprecedented crisis with regard to prices. And before that, it is obvious that they must take measures and that the consumer will be affected, although, as concludes Mark Gurman, the good news is that the company has several options to reduce this impact.
Cover image | Gray Alexander photography assembly in UNPASP
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