Whoever wrote this article doesn't know a thing about tariffs.
Tariffs are calculated as a percentage of the "declared value" NOT of the retail value. The declared value of the iPhone is only around $150-200. Pretty much that's the value of what it costs to make the item. So even if the tariffs was at 200%, it only increase by $300-400. Now Apple can choose to increase the retail price to compensate that additional cost, or they can simple accept to sell at the same price and get less profit. If Apple was to do what the article suggests and sell their phone at $4K, every executive will be prosecuted for price gouging and discriminatory pricing.
Tariffs are calculated as a percentage of the "declared value" NOT of the retail value. The declared value of the iPhone is only around $150-200. Pretty much that's the value of what it costs to make the item. So even if the tariffs was at 200%, it only increase by $300-400. Now Apple can choose to increase the retail price to compensate that additional cost, or they can simple accept to sell at the same price and get less profit. If Apple was to do what the article suggests and sell their phone at $4K, every executive will be prosecuted for price gouging and discriminatory pricing.