Apple defies tariffs and maintains prices as it launches the iPhone 17

Photo of TheRegisti in Unsplash

During its annual "Awe-Dropping" event, Apple launched the new iPhone 17 lineup, including the innovative ultra-thin iPhone Air, without increasing the prices of the Pro models despite the steep tariffs announced by the Donald Trump administration.

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• New models presented: iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the new iPhone Air, described as the thinnest in the brand's history.
• iPhone Air: It measures just 5.6 mm thick, incorporates a high-density battery, A19 Pro chip, battery life of up to 40 hours, 18 MP front camera with AI for landscape selfies, and a titanium body.
• Standard iPhone 17: 120Hz ProMotion OLED display, A19 chip, 48MP dual-camera system, and a new 18MP “Center Stage” front-facing camera; starting at $$799.
• Pro Models: Equipped with the A19 Pro chip, triple 48MP cameras including a telephoto lens with 4x optical zoom and 8x hybrid zoom; they retain features like ProRes RAW and fast charging; pricing remains unchanged: iPhone 17 Pro starts at €1,099 and Pro Max starts at €1,199.
• Other products revealed: AirPods Pro 3 with Live Translation and enhanced noise cancellation, and Apple Watch Series 11 with blood pressure monitoring (pending regulatory approval).

Pricing strategy and commercial context

• Despite facing tariffs exceeding $1 billion this quarter, Apple decided to absorb the costs and keep Pro model prices unchanged from the previous year.
• This decision aims to counter competitive pressure from Samsung, Google, and Chinese manufacturers, although it had a negative impact on the markets, reflected in a drop in Apple's stock between 1.5% and 1.6% in Q3Q, according to several sources.

Apple is banking on physical innovation—such as the ultra-thin design of the iPhone Air—and maintaining stable prices for the Pro models as a sign of strategic strength in the face of a higher cost environment. This strategy could appeal to consumers amidst the global stagnation of consumer spending.

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Sources:

• EFE
• ABC