Apple unveiled the $700 iPhone 11, the $1,000 iPhone 11 Pro, and the $,1,000 iPhone 11 Pro Max during its annual September event at the Steve Jobs Theater in Cupertino, California.
The iPhone 11 is $50 cheaper than last year's equivalent iPhone, the $750 iPhone XR. The iPhone 11 Pro devices are the same price as the iPhone XS and iPhone XS Max when they were launched in 2018.
That price drop for the cheapest model, and the staying of the course with the higher-end models, comes even under the shadow of the 15% tariff increase proposed by President Donald Trump on Chinese imports, including Apple products, reported by Bloomberg.
Trump's tariffs aren't said to affect Apple's iPhone prices until December, but Apple apparently hasn't baked in the extra tariffs into its new iPhone pricing. It's unclear if Apple will raise the price of its iPhones in December — when the tariffs go into effect — or whether the company will simply absorb the costs. Analysts at Morgan Stanley said Apple is more likely to absorb the tariffs, the firm wrote in a report from May.
CEO Tim Cook has been a staunch opponent of the tariffs, suggesting that they may actually hurt American companies like Apple itself, and that they could help its Korean competitor, Samsung.