, Columnist
What Would You Be Willing to Pay for an iPhone?
Apple has leeway and levers to raise prices and maintain margins if it only knew what Trump was going to do with tariffs.
Apple CEO Tim Cook has room to maneuver.
Photographer: Victor J. Blue/Bloomberg
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For simplicity’s sake, let’s boil down the multiple questions facing Apple today into just one: How much are Americans willing to spend on an iPhone?
It matters greatly for Apple Inc. as it seeks to balance the profitability and popularity of its most important product in the face of President Donald Trump’s sweeping and unpredictable tariffs. After brief hope of a reprieve, the company is braced for the findings of a US government audit of “semiconductors and the WHOLE ELECTRONICS SUPPLY CHAIN.” (Emphasis Trump’s.)