Apple is set to unveil its next iPhone line-up today, with the launch coming against the backdrop of renewed U.S.–China trade tensions and fresh tariffs under President Donald Trump’s administration.
The new models, expected to be named the iPhone 17, will be Apple’s first releases since Trump returned to office and imposed a 25% duty on imported devices. The administration continues to press Apple to relocate manufacturing from hubs in China and India to the United States — a move analysts say would take years and could double or triple current iPhone prices.
Apple CEO Tim Cook has pledged a $600 billion U.S. investment over five years in an effort to shield the company from the harshest tariff measures. Still, speculation is mounting that Apple will introduce its first across-the-board iPhone price increase in five years to offset the impact of tariffs. Analysts expect prices to rise by $50 to $100 on some models.
Since 2020, the base iPhone has sold for about $800, with high-end versions priced at $1,200. A new ultra-thin model, tentatively dubbed iPhone Air, is rumored to headline this year’s line-up, alongside the usual improvements in battery life, camera quality, and design tweaks.
The announcement comes as Apple faces questions about its innovation in the age of artificial intelligence. Last year’s iPhone 16 introduced AI features but fell short of expectations, with delayed upgrades to Siri. Those improvements are now slated for release in 2026.
Forrester Research analyst Thomas Husson noted, “Apple is reaching a tipping point, and I expect 2026 and 2027 to be pivotal years.”
Despite being down 4% this year, Apple’s stock has rebounded in recent months amid signs the company has avoided the worst effects of tariffs. A recent court ruling also secured Apple’s $20 billion annual deal with Google, keeping its search engine as the default on iPhones.
The launch event is expected to draw global attention, with pricing announcements likely to be closely watched as a signal of how Apple will navigate tariff-driven pressures while competing with rivals such as Google, which has kept Pixel prices steady.