iPhone pricing could change to help with tariff costs
Despite calling Apple’s Q2 earnings solid, which did beat Wall Street expectations, analysts are suggesting customers rushing to beat tariffs helped keep numbers up in uncertain conditions.
Apple CEO Tim Cook got ahead of its earnings with a statement to CNBC suggesting that it didn’t see a significant pull-forward in demand in Q2 2025. The company beat Wall Street estimates with $95.4 billion in revenue.
Analysts, however, aren’t buying that narrative from Apple. Each report viewed by AppleInsider insists that pull-forward demand caused by panic buying before the extreme tariffs in April buoyed the quarter.
According to Thomas Monteiro from Investing.com, Apple’s Q2 was solid and shows Apple is prepared to navigate upcoming quarters without damaging its long-term trajectory. Margins remained healthy, which shows that there’s some wiggle room and no need to deplete cash reserves to move the needle.
However, the weak Services results aren’t a great indicator of short- and mid-term control, as Services have greater pricing flexibility. Apple needs Services growth to help account for raising costs without raising prices.
A note from Evercore ISI suggests the sales change in China being down to minus 2% from minus 11% in Q1 is a good sign. Apple is showing its ability to manage China headwinds via growth elsewhere, even in the current trade climate.
Emarketer shares concerns about Apple’s plans to shift manufacturing to India to beat tariffs in China. The move raises questions about execution timeline, capacity limitations, and potential cost increases that will shrink margins.
Overall, the analysts are positive about the Q2 results, though they all reflect that it is impossible to determine what’s coming next. Apple said even if everything stayed exactly the same from today through June, it would cost the company $900 million.
Apple pushing back on the demand pull-forward arguments makes sense, as it would mean greater impact to the second half of 2025. The company is trying to maintain a positive outlook even with all of the uncertainty, and it does have a lot of ways to leverage its supply chain to avoid too much trouble.
However, if a bunch of people that normally would buy an iPhone 17 or new iPad in the fall are buying them now, it’s going to reflect poorly on those later quarters. There’s no public data that would tell us whether the people buying iPhones now would have otherwise been iPhone 17 customers — there’s a small chance they’re not.
