By Brian Swint

When the new generation of iPhones come out this autumn, they could be substantially more expensive than the current one. Apple will insist that's because of new features, not President Donald Trump's tariffs on China.

Apple is considering price rises for its fall iPhone lineup alongside new features and design changes. However, it won't attribute the increases to tariffs, The Wall Street Journal reported Monday.

Apple didn't immediately respond to a request for comment.

After retailer Amazon was blasted by the White House for potentially citing the tariffs as part of the price on goods purchased by U.S. consumers, Apple looks determined to avoid a similar fate. At the same time, the iPhone maker has already said that tariffs will add $900 million to costs in the current quarter.

Most iPhones are currently assembled in China, though Apple is trying to diversify its supply chain into India to avoid the highest tariffs. Chinese factories will continue to make the bulk of high-end Pro and Pro Max models because Indian factories aren't yet capable, the Journal said, citing unidentified people familiar with the supply chain.

Price increases are therefore likely unavoidable if Apple is going to maintain margins, but it's not clear which new features can be highlighted to justify them.

News that the U.S. and China had agreed to drastically reduce tariffs for 90 days while trade talks continue was boosting Apple shares. The stock was up 7% to $212.40 in premarket trading. Coming into Monday's session, shares were down 21% since the start of the year.

Futures for the technology-heavy Nasdaq 100 were up 4% before trading started.

Write to Brian Swint at brian.swint@barrons.com

This content was created by Barron's, which is operated by Dow Jones & Co. Barron's is published independently from Dow Jones Newswires and The Wall Street Journal.

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May 12, 2025 07:54 ET (11:54 GMT)

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