Apple stores across the U.S. are seeing a surge in customer traffic, and it’s not for a new launch. Instead, buyers are rushing in to grab current iPhone models before expected price hikes hit the market. The rush follows new tariff announcements from the Trump administration, sparking concerns that future Apple products—especially the iPhone 17—could become significantly more expensive.
Some stores reported holiday-level crowds over the weekend, with many customers specifically asking about potential pricing changes. While Apple has offered no official comment, the company’s silence is only adding to the uncertainty.
What’s Driving the Panic?
At the center of the storm are President Trump’s new “Liberation Day” tariffs. These reciprocal tariffs place a 10% tax on all imported goods, with possible 104% tariffs on products from China. Analysts predict Apple could pass these additional costs on to consumers. One estimate even suggests the iPhone 17 Pro might cost over $2,000 by September 2025.
Because of these predictions, many customers are purchasing now to avoid paying more later. According to Bloomberg, Apple retail employees are fielding constant questions about pricing, even though the company has yet to offer any guidance.
Apple’s Response Strategy
To soften the blow, Apple has begun stockpiling current iPhone models and increasing imports from India, where tariffs are significantly lower. This strategy could delay price increases for a short while, but likely not for long.
There’s also speculation that Apple CEO Tim Cook may try to negotiate directly with the White House. Cook has successfully secured tariff exemptions in the past, though this time it may prove more difficult due to changes in how the new rules were implemented.
What Happens Next?
For now, experts believe that iPhone 16 prices will remain stable. However, unless Apple finds a long-term solution, the iPhone 17 lineup may launch at record-high prices. Until then, the rush to buy iPhones early is expected to continue as customers try to beat the price hikes.
