Big tech Apple is all set to launch its latest line-up of iPhones on Tuesday, triggering a wave of curiosity and speculation for one of the most popular cult phone series.
But, with US President Donald Trump having launched a tirade of tariffs against almost all of the US’s trade partners since he came to the Oval Office this year, it will also perhaps be the first time in five years that the California-based firm hikes prices substantially.
The name game
The usual intrigue surrounding the annual evolution of the company's marquee product also revolves around its name.
If Apple follows the same naming scheme since the product’s 2007 debut, the new models will be called the iPhone 17.
However, since the Cupertino, California, company recently deviated from tradition with its naming formula for the iPhone operating system, which it revealed will be called iOS 26 – in reference to the upcoming year, a marketing technique that automakers have followed for decades – there is a chance the new iPhone comes with a new name.
What’s interesting Regardless, these new iPhones are still expected to be made in Apple's manufacturing hubs in China and India, much to the Trump administration's consternation.
Also Read: Foxconn starts iPhone 17 production in Bengaluru unit
Price rise
In his second innings as President of the US, Trump has been on a crusade to bring overseas manufacturing back to the US with both Trump and US Commerce Secretary, Howard Lutnick, repeatedly insisting that iPhones be made in the US instead of other countries.
Apple CEO, Tim Cook, has so far managed to placate the President by pledging a total of USD 600 billion worth of investments in the US over the next four years and a 24-karat gold base statue. But, analysts say Trump’s expectations of US-only made iPhones may be too unrealistic to pull off for quite a few years.
Ultimately, they would also result in a doubling, or even a tripling, of the iPhone's current average price of about USD 1,000. The iPhones being brought into the US still face duties of about 25 per cent.
Since 2020, Apple has charged USD 800 for its basic iPhone, and USD 1,200 for its top offering. But, there are speculations now that the company will reveal its first across-the-board price increase in five years in an effort to preserve its hefty profit margins marked by price rice by USD 50 to USD 100 on some of the new models.
If Apple does announce price increases, it will come just weeks after Google held steady on prices for its new Pixel smartphones.
What can you expect from the new model?
As is the case with most flagship phone models, the new line-up isn’t expected to be much different from last year’s model – which was the first to be designed for a wide range of new artificial intelligence features.
While there was no dearth of excitement surrounding the launch of iPhone 16, its popularity didn’t quite match up to expectations since Apple failed to deliver all the AI-fueled improvements it had promised, including a smarter and more versatile Siri assistant. Now, the Siri improvements stand pushed back until next year.
This year's line-up will likely include the usual improvements in camera quality and battery life on top of a slightly redesigned appearance. The most significant new twist, in fact, could be the introduction of an ultra-thin iPhone dubbed “Air” – a moniker Apple already slaps on its sleekest iPads and Mac computers.
Apple biggest upgrade test
Tech experts are less than enthusiastic about the relatively minor updates to recent iPhone models and raising questions about Apple's ability to innovate in the fast-moving era of AI.
“Apple is reaching a tipping point, and I expect 2026 and 2027 to be pivotal years,” said Forrester Research analyst Thomas Husson.
Apple's AI follies, combined with its exposure in Trump's trade war, have weighed on the company's stock, while the market values of Big Tech peers like Microsoft, Nvidia, Meta Platforms and Google parent Alphabet have been surging.
Although Apple's stock price is still down by 4 per cent so far this year, the shares have been bouncing back in recent months amid signs it won't be as hard hit by the tariffs as once feared, and a highly anticipated court ruling cleared the way for the company to continue receiving USD 20 billion annually to lock in Google's search engine as the default option on iPhones.
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