Apple CEO Tim Cook explains the reason for the price increase of iPhone 17

(NLDO) - Apple CEO Tim Cook affirmed that the price increase of iPhone 17 is not related to US President Donald Trump's tariff policy.

In an interview with CNBC during the official global launch event of the iPhone 17 series at Apple stores, Apple CEO Tim Cook clarified the tariff issue that is said to be related to the selling price of the latest generation of phones.

"There is no tariff increase included in the selling price!" - Mr. Tim Cook emphasized.

Earlier this month, Apple increased the price of the iPhone 17 Pro by $100. Meanwhile, the company kept the price of the basic iPhone lines unchanged. During the launch event, Apple also introduced the new iPhone Air, which replaces the Plus version but with a higher price.

Many analysts had predicted that Apple would adjust its prices, despite Mr. Cook's efforts to avoid the impact of tariffs.

Apple CEO Tim Cook speaks on stage during a new product announcement at Apple Park on September 9. Photo: AP

To cope with the new tariffs, Apple has shifted its supply chain, importing iPhones to the US from countries with lower tariffs such as India and Vietnam. Previously, China was the market for the majority of the brand's products.

CEO Tim Cook also appeared publicly with Donald Trump, in the context of Apple pledging to invest at least $600 billion to boost production in the US and support domestic suppliers.

In the fiscal quarter ending in June 2025, Mr. Cook revealed that Apple suffered a loss of about $800 million due to tariff-related costs.

In addition, Apple is also facing questions about its slow implementation of artificial intelligence (AI), as well as increasing competitive pressure in international markets, especially China.

"We have AI built into every function in this phone. We just don't call it AI," the Apple CEO told CNBC.

Source: https://nld.com.vn/ceo-apple-tim-cook-noi-ly-do-tang-gia-iphone-17-196250921121558943.htm