Apple posted a record number of iPhone sales during its June fiscal quarter. And the upheaval on tariff policies may have helped.
During the company’s financial third quarter ending June 28, Apple posted a slightly less revenue than $ 44.6 billion from its iPhone business, an increase of 13% from last year. From the sale of those iPhone, Apple helped reach the total revenue of another June quarterly record for the company for the company.
Those numbers came in a quarter, where American trade policies continued to threaten tariffs against many countries, where Apple collects its products, especially in China. Indeed, during the June quarter, Apple said the tariff -related costs contributed about $ 800 million to their expenses, as the company transferred production to other countries and built the supply before the new tariff proceeds.
So how much the risk of tariff pushed people to push their shopping forward, after purchasing new phones, now the possible price increase increased in the year. According to Apple, not as much as you can think, CEO Tim Cook attributed to an increase in the larger-to-the-to-1st sales for the appeal of the iPhone 16.
“(IPhone) 16 families increased double digits, as unlike 15 families from the year-first quarter.”
– Tim Cook, Apple CEO
Cook said, “If you look at the iPhone, 16 families increased double digits, as unlike 15 families from the year-old quarter,” Cook said, seeing that Apple enjoyed a record quarter for the iPhone upgrade.
He said, Cook accepted some “bridge forward” purchase-a word that describes early upgrades from people who come before any tariff-powered price increase. “We will guess the demand in April, in particular, about 1 point of 10 points in the context of people buying due to discussion about tariffs.”
This effect was not just felt with iPhones. Apple also saw some “bridge forward” sales with its Mac business, with an increase of 13% increase in revenue for the June quarter by $ 8 billion.
Cook reiterated Apple’s strategy to deal with the tariff outlined during the announcement of Apple’s earnings for the March quarter. Cook said, “In the context of everything we do, we clearly try to customize our supply chain. And finally, we will do more in the United States.” “We have invested 500 billion in the US over the next four years, and (we) are already building chips in Arizona, and in fact, we are building a semiconductor in 12 states and 24 factories and there are many other things in the tasks.”
This is clearly not an issue that is going away. Apple estimates that in the current September quarter, the company will have another $ 1.1 billion in its expenses regarding tariffs, which does not make any changes in the current policies in one or the other way. The company said that the company asked analysts to expect the revenue growth of mid-to-high and high for the September quarter.
Today (31 July), other interesting news coming from earnings was a type of update on Apple’s AI efforts with adding more intelligence to its Siri Personal Assistant. Apple says it is increasing its investment in AI, and it is on track to give Siri to a long time disadvantaged reforms in 2026.
“We are making good progress on a more individual Siri, and we hope to release the features next year, as we said earlier,” Cook said. “From the point of view of AI, our focus is on putting AI features on the platform that is deeply, private and originally integrated, and of course, we have done so far to clean more than 20 Apple intelligence facilities, from visual intelligence, writing equipment and all the rest.”
Some new Apple Intelligence features have been included in the iOS 26 update, which is currently in public beta before its entire release in the fall. At the same time iOS updates come, Apple is expected to release its new iPhone 17 model, with a report this week it has been claimed that Apple is higher than the price hike for its new phone.
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