A vast report by the Washington Post has highlighted the Methods that Tim Cook is used to protect Apple Prices imposed by the Trump administration. According to the newspaper, Apple CEO has deployed a meticulous strategy that includes direct calls to senior officials, strategic donations and years that cultivate a personal relationship with the president.
Before the pricing threat, Tim Cook personally contacted the secretary of commerce, Howard Lungick last week. But it was not an isolated action: the CEO had conversations with other senior officials and, unlike many technology leaders, He refrained from publicly criticizing the president or its policies. This strategy gave its results: the Trump administration has agreed to exempt prices on electronic products that Apple manufactures in China.
Cook Tactics in 2025: donations, calls and strategic meetings
The Washington Post details that, to face this new pricing threat, Tim Cook has implemented a strategy on several fronts. It all started with a personal donation of a million dollars to finance Donald Trump's inauguration ceremony. It is important to note that the donation was made directly by Tim Cook and not Apple, to separate from political affinities. This allowed him to have a Privileged access to administration.
After the announcement of the prices on April 3, 2025, Tim Cook did not waste time. The Documenta Journal which maintained at least Three telephone conversations with the Secretary of Commerce (Howard Lutnick) in the days following the ad, in addition to contacting advisers directly close to the president.
On Thursday April 10, according to the sources cited by the post, Tim Cook participated in a Meeting behind closed with several officials of the administration, where he presented data on the impact that the prices would have not only on Apple, but on the American consumer. His main argument was that harmful to Apple would only benefit foreign competitors like Samsung.
This direct (and silent) approach contrasts with that of other technological executives who have chosen to publicly criticize Trump's trade policies. Wilbur Ross, former trade secretary quoted by the newspaper, praised this approach: “Tim has a very good relationship with the president, and rightly so. It is not a complaint of public, it is not a cryingBut comes with the real voice of reality. “”
What did Cook offered in exchange for this new exemption? According to the Washington Post, Apple CEO has increased the commitment of Investment in American soil at $ 500,000 millionIncluding the expansion of the manufacture of fleas in Arizona with TSMC and the production of artificial intelligence servers in Texas.
Donald Trump and Tim Cook at the Apple manufacturing plant in Austin, Texas
But this victory has an expiration date. As confirmed by the Secretary of Commerce, this exemption is only temporary and will last “a month or two” Before “special development rates” specifically directed to electronic devices such as smartphones and computers are implemented. The situation of uncertainty continues for Cupertino, and Cook probably already prepares his next plan, although he has won something very important: time.
A relationship established since 2019 which continues to bear fruit
During Trump's first term, in 2019, Cook already obtained exemptions for Apple using a similar approach. On this occasion, the CEO assisted Private dinners with the president at the White House and in Mar-A-Lago. In addition, he organized a media visit with Trump at the Mac Pro Texas Mac PRO manufacturing plant. All this, by maintaining a respectful tone in all its public statements. This relationship, established in the first mandate, was fundamental to facilitate current access. Trump expressed his appreciation for several occasions on how Tim Cook addresses him directly to him, without intermediaries or filtration to the press.
Donald Trump and Tim Cook visiting the Texas factory where the Mac Pro is assembled
Cook's success caused a domino effect in Silicon Valley, according to the Washington Post. Mark ZuckerbergMeta CEO, who maintained a tense relationship with Trump during his first mandatehas now followed the same script: Private visits also in Mar-A-Lago in March and conciliation declarations on the president.
Jeff Bezosowner of Washington Post himself and founder of Amazon, also maintained a Private meeting With the president in February. After this meeting, Bezos publicly said that “it is important that business leaders maintain open communication channels with any administration”.
GoogleFor his part, he obtained tangible results after the “cook's method”. After Meeting between Pichai and Trump lasts on April 5The president said: “I love Google, and I liked the people who direct it. Very capable people. They did not like so much in the first administration, but now they loved them very much.”
With the confirmation of Lutnick that the exemption is only temporary, the Washington Post underlines that Tim Cook is already working on your next strategy. The company has accelerated the diversification of its production outside of China: currently, India represents around 20% of iPhone production, and Vietnam gains importance with the manufacture of models such as the MacBook Air M4 and the Mac Studio M3 Ultra.
According to analysts cited by the newspaper, even with reduced prices of 25%, an iPhone Pro could see a price increase between 200 and 300 dollars. Without the intervention of Tim Cook, and with the full rate of 145%, an iPhone 16 Pro Max which currently costs $ 1,599 could exceed $ 2,400, a price that the American market would probably not accept.
The key date will be at the end of May or early June, when Wait until the Trump administration announces the “special development rates”. It is still early to determine the exact impact on Apple products, although it is clear that maintaining the current price, in particular with the launch of a new generation like the iPhone 17, will be more difficult than ever. What is undeniable is that Tim Cook, faithful to his style, has once again demonstrated why it is a large CEO for Apple, successfully among the turbulent waters of commercial policy in favor of his business.
Fuente | The Washington Post
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