Apple's tariff plan

Cupertino comes up with a clever scheme for blunting Trump's tariffs.

Author

Leander Kahney
May 02, 2025

While President Donald Trump is playing 4D chess with his well-thought-out and clearly articulated tariff plan, poor dummies like Tim Cook are forced to reconfigure Apple’s enormous global supply chain on the fly.

Incredibly, that’s exactly what Cook managed to achieve in just a few short months.

As the tariffs start to bite, Apple is predicting a nearly $1 billion hit on this quarter’s business.

But will these charges raise prices? What’s the plan going forward?

Cook laid it out — as well as he could — during Thursday afternoon’s earnings call with Wall Street analysts. You might be surprised at what Apple has planned — it’s kinda incredible.

Also in today’s newsletter:

— Leander Kahney, EIC.

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One more thing ...

❝

If you act like you can do something, then it will work.

— Steve Jobs, 2011.

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