Apple Inc. (AAPL.US) CEO Cook denies that the increase in iPhone prices is related to Trump's tariff plan, emphasizes that AI features are fully integrated into new models.

Foreign media reports that Apple Inc. (AAPL.US) CEO Tim Cook stated during an interview at the flagship Apple Inc. store on Fifth Avenue in New York City on Friday that the price increase of the latest iPhone models is not related to the large-scale tariff plan implemented by U.S. President Trump. Cook explicitly stated, "To be absolutely clear, the price does not include the factors of tariff increases." This is the first time Cook has publicly addressed the relationship between tariffs and iPhone pricing. Earlier this month, Apple Inc. raised the price of the iPhone 17 Pro model by $100, while keeping the price of the entry-level model unchanged and releasing a new Air model to replace the Plus version, which is priced higher. Market analysts had previously widely expected Apple Inc. to raise prices due to global supply chain pressures and tariff issues, but Cook's statement dispelled this speculation. Industry insiders point out that Apple Inc. has adjusted its supply chain layout to avoid the cost pressure brought about by the Trump administration's tariffs. In recent years, Apple Inc. has shifted some of its iPhone production to countries with lower tariffs, such as India and Vietnam, in order to reduce its reliance on manufacturing in China. Currently, China is still the main production base for Apple Inc. products, but the proportion is declining. It is worth noting that in recent years, Cook has appeared alongside Trump multiple times, demonstrating Apple Inc.'s commitment to supporting American manufacturing. Apple Inc. has pledged to invest at least $60 billion to strengthen American domestic manufacturing and support the development of suppliers. Cook previously revealed in financial reports that in the second quarter of the 2025 fiscal year, Apple Inc. incurred a financial impact of up to $800 million due to tariff-related costs, further highlighting the pressure on Apple Inc. in adjusting its global supply chain. Meanwhile, Apple Inc.'s strategic layout in the field of artificial intelligence (AI) has also become a focus of external attention. Compared to competitors like OpenAI and Alphabet Inc. Class C (GOOG.US, GOOGL.US), Apple Inc.'s progress in generative AI products has been relatively slow, leading to market doubts. In response to this, Cook stated, "AI technology is embedded in every part of our phones, we just don't directly call it AI." He emphasized that the iPhone has deeply integrated artificial intelligence technology in functions such as image processing and voice interaction, and will continue to drive innovation in this area in the future.