Despite paying $900 million in tariffs, Apple’s Tim Cook has not announced price increases – yet

The increase in tariffs would cost Apple $900 million in the last quarter, the company said when it announced solid results for the first quarter.

While almost $1 billion in the government’s surcharge paid will not sneeze, Apple is so big that one analyst in its quarterly revenue call says it is surprisingly low.

Apple reported first quarter revenue of $95.4 billion. And even the tariff payments said it still reported a first-quarter record of $1.65 earnings per share.

The big issues with the minds of technology users, and many high-tech startups that prefer to equip Mac employees are if Cook foresees the ongoing tariffs that will raise Apple’s prices.

This is unlikely, at least as far as the next quarter is concerned. When asked in full about price increases due to rates, Cook said, “There’s nothing to announce at this time.”

He explained that Apple currently imports most of its iPhones from India rather than China, and tariffs continue to decline. As for Macs, he said the majority of them come from Vietnam. Devices produced in China are mostly sent to Apple customers outside the US, he added.

The biggest hits in Apple’s tariff costs include AppleCare and the accessories business, spare parts to fix broken devices covered by the warranty program, and iPhone cases. For these companies, tariff rates reached “at least 145%,” he said.

He didn’t imply that the cost would increase to cover that hit.

But he explained that Apple hasn’t been hit hard as hard as it was. This is primarily because products “including iPhone, Mac, iPad, Apple Watch and Vision Pro” are not currently “subject to global mutual tariffs,” so the Department of Commerce is investigating how tariffs affect semiconductor imports.

So, do consumers and startups need to buy Macs now, now? Cook says Apple is doing what it can to keep costs down, including affecting tariff policies themselves.

“Obviously, we are very involved in the tariff discussion. We believe in involvement and will continue to be involved. With some of the prices, there’s nothing to be announced today,” Cook said.