Apple price increases?

Hey everyone, it's Mark. After years of avoiding iPhone price hikes in the US, Apple could finally be forced to to make increases. Also: The

Hey everyone, it's Mark. After years of avoiding iPhone price hikes in the US, Apple could finally be forced to to make increases. Also: The iPhone 17's design takes shape; the company's smart home hub remains in flux; and the first iOS 18.5 beta version is released ahead of WWDC. Last week in Power On: Apple readies its biggest health push yet with a new AI doctor and revamped app. Power On is now exclusively for Bloomberg.com subscribers. Get the full Power On newsletter every week — plus unlimited access to every featured article and a Q&A with me — when you subscribe to the Tech Newsletter Bundle.

The Starters

Apple's Tim Cook with President Donald Trump. Photographer: Mandel Ngan/AFP/Getty Images In a technology world marked by constant upheaval, one thing has remained consistent in recent years: Apple Inc.'s US iPhone prices.  Since the debut of the iPhone X in 2017, Apple hasn't increased the starting price of its flagship model from $999. There have been smaller adjustments, such as tweaking the amount charged for various specifications and introducing larger models like the 11 Pro and 12 Pro Max. In 2023, for instance, Apple enacted a quasi price increase with the iPhone 15: It boosted the starting price of the Pro Max version by $100 by eliminating the lowest storage option. Now, with tariffs hitting Apple's major sources of production, the specter of a price increase is back in a big way...

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