Apple’s high storage prices may be key to mitigating iPhone 17 Pro price rises

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Investment firm Morgan Stanley theorizes that Apple has long-term options to protect its iPhone 17 Pro prices from tariff hikes, including steering buyers to larger storage capacities, which have a greater profit margin.

Two modern smartphones with three rear cameras each, in different metallic colors, standing upright against a light gray background.

Renders of a possible iPhone 17 Pro design

Even though Trump has now paused many tariffs, and even though it’s become possible that Apple will get an exemption, the company won’t be betting on that. Doubtlessly Apple will take any exemption it can get, but it also knows Trump changes his mind on a whim, so it will be looking to long game.

That’s the opinion of analysts at Morgan Stanley, in a new note to investors seen by AppleInsider. They even see a route through the tariff turbulence that could see it able to keep its iPhone prices at the same level as before.

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