January 1, Apple Holds Firm on Device Prices Despite Tariffs

Wyatt’s Take

• Apple keeps next-gen device prices mostly unchanged.
• Tariffs hit, but no big cost pass-along for buyers.
• New iPhone Air brings slim design at steady price.

Apple just launched its next round of products, and folks were expecting to pay more at the register. Instead, Apple’s holding steady. Tariffs close to 25% may be slapping on imported devices, but prices for most new gadgets won’t jump from last year.

Apple’s been pressured to move more production to the US, but iPhone manufacturing is staying put overseas for now. CEO Tim Cook did promise big investments at home, yet the next iPhones are still coming from China and India.

The base iPhone 17 holds steady at $799. The iPhone 17 Pro is now $1099, but with more storage tossed in, that’s what last year’s pricier model cost anyway. Apple also rolled out the all-new iPhone Air, its slimmest yet, keeping that price at $999 for 128GB.

Other Apple gadgets aren’t getting more expensive either. The new AirPods Pro 3 stick at $249, and the latest Apple Watch stays at $399, just like the last generation.

Apple seems to be following Google’s playbook, keeping devices affordable for families when wallets are stretched. Google did the same with its Pixel 10 series, holding tight on prices for all models compared to last year.

Middle Americans want to know their hard-earned dollars go as far as possible, especially when tariffs and global politics mess with prices. Keeping tech costs steady gives working folks a fighting chance to stay connected and get value for their money.

Wyatt Matters

When companies keep prices steady in tough economic times, it means families don’t have to sacrifice the tools and tech that help them get by. Standing strong against price hikes respects the reality of working-class budgets.

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