Apple’s Playbook: Charm Trump, Avoid Tariffs

Apple’s Playbook: Charm Trump, Avoid Tariffs
  • calendar_today September 2, 2025
  • Business

Apple has apparently found a new way to sidestep President Donald Trump’s trade war: just butter him up. On Wednesday, Trump exempted the company from a pending 100 percent tariff on semiconductors, which would have hiked iPhone prices around the world. The waiver, Reuters first reported, came after Apple committed to spending another $100 billion in the U.S. and gifting the president a statue, customized with a very Trump-like flourish.

Apple CEO Tim Cook said the statue was the work of Corning, an Apple supplier since the first iPhone, which makes specialty glass for devices. It was sculpted by a former corporal in the U.S. Marine Corps who now works for Apple, according to Cook. The artist sliced the glass into a large circle, 40 inches in diameter, cut a giant Apple logo in the middle, and wrapped it in a 24-karat gold ring. Cook noted that the piece was from Utah, and the statue’s base was engraved with Trump’s name. Cook also added his own message, signing the base with “Made in America.”

Trump, who’s made a push for companies to make more products in the U.S. over the last four years, seemed to take well to the gift. After Cook’s Oval Office presentation, the president said that Apple, and any other company that builds a factory in the U.S., would pay “no charge” when tariffs on semiconductors are officially implemented. It’s a major win for Apple, which has come under Trump’s direct ire for months over its supply chain.

The latest is a reprieve for Apple, which had its fair share of a turbulent spring. Trump has frequently harangued Apple publicly over the last several months for not moving the production of some iPhones to the U.S., but instead to India. In April, he tweeted that his trade war would soon lead to “Made in America” iPhones. By May, he was more blunt. On an overseas trip to the Middle East, he went off about his “little problem with Tim Cook.” In private, Trump reportedly told Cook: “We are treating you really good, we put up with all the plants you built in China for years. We are not interested in you building in India.”

The consensus, though, has long been that moving the assembly of iPhones to the U.S. would take a long time and may not even be technically possible. This past February, Daniel Ives, an analyst with Wedbush Securities, told the Washington Post that “putting together just a few iPhones” on U.S. soil was a multiyear task. Trump’s team has disputed that. In April, Commerce Secretary Howard Lutnick implied that the technology to make iPhone assembly in America as precise as in China had already been invented, in the form of “robotic arms.”

Whatever the case, the events of Wednesday show that Trump has, at least for now, backed down from his demands. He’s gone from publicly threatening to impose a 25 percent tariff on Apple if it doesn’t make its iPhones in the U.S. to now lauding the company for “a significant step toward the ultimate goal of ensuring that iPhones sold in America also are made in America.” He’s no longer making demands on that front, at least for the near term.

Cook, for his part, confirmed that iPhone parts, including semiconductors, glass, and Face ID modules, are already made in the U.S. But he did not indicate when full iPhone assembly might take place in the U.S., if ever. It will remain overseas “for a while.”

It’s not the first time Apple’s played this game. Trump had a rocky first term with Cook over these issues, but the Apple CEO effectively wooed the president with U.S. investment pledges and talk while leaving more extreme demands largely unanswered. In 2017, Trump said that Apple was building three “big, beautiful” plants in America. Two of them never materialized; the third would eventually become an Apple factory that produced face masks, not electronics. In 2019, Trump made a splash at an Apple campus in Texas, which he implied could make iPhones. It never did; Apple, again, used the plant for laptops, not iPhones.

The new pledges, which include a promise that Apple will invest $600 billion in the U.S. over the next four years, are a sharp escalation in Apple’s public numbers. But analysts told Reuters the figure is roughly what the company would have been spending anyway. They also pointed out that it’s the same language Apple used in the Biden administration and Trump’s first term. There’s a real chance that Apple has committed to nothing new.

Trump has, over the last year, said that any companies that commit such pledges retroactively, otherwise their tariffs assessed. So far, though, Apple is going to do what it would have done anyway, and leave final assembly of iPhones overseas. The potential tariff calculus on that hasn’t changed, and Trump has decided not to press the issue—at least for now.

Wall Street sees Apple’s play as a win. Nancy Tengler, CEO and CIO at Laffer Tengler Investments, which invests in Apple shares, told Reuters that Apple’s “solution is a savvy solution to the president’s demand that Apple manufacture all iPhones in the U.S.”

Cook, it seems, has found that charm, symbolism, and just a touch of capital is enough to keep the biggest threats at bay—for now. Trump may keep scoring rhetorical points on a “Made in America” iPhone, but it seems increasingly likely to be produced abroad.