2025-0512 [CNET]: Tariffs or No, Apple May Raise iPhone Prices This Year
CNET interviewed Professor Tsay about pricing for Apple's upcoming new product releases in light of the current tariff uncertainty.
From the article:
"Apple has to thread the needle here," said Andy Tsay, a professor of information systems and analytics, and one of two market experts from the Leavey School of Business at Santa Clara University to weigh in on the potential price increase.
Tsay said that no matter what Apple does, Android fans will say its phones are underpowered and overpriced. However, Tsay said, "Along with the coverage of the Trump tariffs in general, Apple has been the subject of an even higher level of attention in the last few weeks, which I think is an advantage.
"Everybody is on edge about the worst-case scenario, so if we end up with just a modest price hike, Apple doesn't really need to say anything specific about the reasons, as long as it presents some reasonable portfolio of improvements," he said.
If Apple keeps prices the same, that would also be considered a win, Tsay said.
https://www.cnet.com/tech/mobile/tariffs-or-no-apple-may-raise-iphone-prices-this-year/