Wesley Hilliard
In a press gaggle, President Donald Trump said that some companies that have been hit the hardest by the blockbuster tariffs applied by the administration may get some relief — and nobody has been or will be hit harder than Apple.
It has been a rollercoaster week as President Trump finally enacted global "reciprocal" tariffs in an attempt to either bring manufacturing to the United States or be used as a negotiating tactic to lower other country's tariffs. The administration retaliated against China on Wednesday morning with a 104% tariff, then increased that tariff to 125%, and lowered every other tariff to the base 10% for 90 days.
Apple's stock bounced back slightly on the news of the pause, but after the market close, President Trump suggested that some companies may be considered for an exemption. He previously stated there would be no exemptions outside of the ones outlined already on "Liberation Day," but like with the global tariffs, he's changed his mind, citing "flexibility."
A reporter asks him about potential exemptions while he's out doing a meet-and-greet with race car drivers. Trump states that exemptions are being considered for companies "hit harder" by tariffs, but decisions will be made based on "instinct."
The question occurs at the 18-minute mark in the embedded video below.
Apple's reliance on China could mean an exemption, as it would be the company most affected by the continued 125% tariff. Price estimates place iPhone 16 Pro Max well over $2,000 when adjusted for the original 54% tariffs on China.
Customers rushed out to buy iPhones before Apple could announce new pricing, but now, that may not have been necessary. Exemptions may not occur, and anything could happen or change at a moment's notice, so Apple may continue shipping iPhones in massive quantities to stockpile during the 90-day reprieve.
Apple CEO Tim Cook played the long game and got the company in Trump's head early on as a good example. Cook donated $1 million to Trump's inauguration fund and attended the event, plus in-person dinners, to help keep Apple in good graces.
Additionally, Apple announced a $500 billion investment in the United States, which continues to be brought up by Trump in interviews. In today's Q&A, he even suggested that the $500 billion from Apple both a new announcement and for one plant — and neither statement is true.
Apple stocks have been volatile since the tariffs were announcedThe investment from Apple is a continuation of investments the company has made in the United States in recent decades, though previously more quietly. Apple has made these kinds of investments part of bigger PR pushes since the first Trump administration and announced a $430 billion investment during the Biden administration.
Each United States investment announcement has occurred close to big political events like elections or potential regulation. The current $500 billion investment announced by Apple is just a continuation of the $430 billion it promised in 2021, which was added on from a $350 billion promise made in 2018, and so on.
However, Tim Cook's playbook on handling Donald Trump allowed the latest announcement to come across as a result of Trump's policy. And so far, it seems to be working.
Perhaps Trump's instincts will kick in and select Apple as a potential exemption from tariffs, which may have been Tim Cook's plan all along. So, regardless of the twists and turns of the roller coaster going forward, Apple may be safer than some.
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45 Comments
You might want to consider reading what you previously wrote :-)
As you wrote yourself earlier in the piece, China is not part of the 90-day reprieve, so unless Trump specificially excludes Apple, Apple doesn't have 90 days to stockpile.
It’s not a “blink.” It has been mentioned a lot here on ai before the tariffs came on. Apple would get an exemption. I’ve personally posted this a few times.