The new tariffs imposed by Donald Trump are a significant threat to the pricing strategy of technological giants such as Apple. The $ 2,300 iPhone seems unlikely, but traveling the path of the final Price increases with much more force than remarkably sacrifice the profit margin.
This tariff storm is the perfect setting for a plan that Apple has been finalizing for more than three years, according to rumors: that of an iPhone model under subscription. Breaking the psychological barrier of $ 999 will not be easy for the American buyer (as well as breaking the 1,500 euros for PRO Models in Europe), but paying a monthly fee is something that users are increasingly willing.
Plan A, upload the price of the iPhone. If the question is what will happen to the price of the iPhone is that nobody knows. The key to this issue is that, according to Rosenblatt Securities analysis, Apple would need to raise the price of its star device to maintain current margins to 43%.
In other words, more than $ 1,400 for the iPhone 17 Pro Base, and more than $ 1,100 for 17, which currently costs $ 799 more taxes in the United States. Prices that would completely break Apple’s strategy and whose acceptance by buyers does not seem likely.
Plan B, absorb costs. Absorbing tariff costs is the second way to travel. One in which the profit margin, historically lasted by Apple (around 25%), would be remarkably diminished.
In this scenario, the accounts do not come out. Apple would need a hybrid strategy, absorbing a certain part of the costs and raising the price of its products in a not so abrupt way. A combination to alleviate the effect of tariffs and try to keep demand.
Plan C, the Gold Plan. In front of both situations, a third scenario arises. One that analysts have been predicting for years and that is raised as a caramel for Apple: the iPhone under subscription.
A plan that houses with Apple’s strategy to continue focusing on revenue from services, and that would allow access to the latest iPhone models without going through a high price as a barrier.
It is not completely new for Apple. In the United States they have been implementing the iPhone Upgrade Program, one in which you can access an iPhone 16 for $ 39.50 per month, being able to return the phone or update to a new one after twelve months.
An iPhone that is never yours. The model is relatively similar to certain types of renting. Pay for the use and enjoyment of the product, with advantages such as Apple+ and Zero interest when using Apple Card, and possibility of repurchase in the event that we want to leave the Apple ecosystem.
Manufacturers such as Samsung have similar plans, such as Renting by Cetelem, aimed at changing device every twelve months with a low monthly payment.
The renting or subscription model already permeates in Spain in sectors such as automotive. Maybe having the last iPhone for a few euros per month is not such a crazy plan.
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