Despite paying $900 million in tariffs, Apple's Tim Cook has not announced a price increase, but

The company said tariffs rose in the last quarter at $900 million, announcing its first-quarter results.

While there is no doubt about the extra cost of almost $1 billion to the government, Apple is so huge that an analyst on a quarterly earnings call said the hit rate was surprisingly low.

Apple reported first-quarter revenue of $95.4 billion. Even with tariff payments, it still reported earnings of $1.65 per share, a record in the first quarter, it said.

If Cook foresees that ongoing tariffs would raise Apple’s prices, the biggest problem with tech user thinking and many tech startups that prefer clothing employees.

At least for the next quarter, this is unlikely. Asked about the price increase caused by the tariffs, Cook said he “has nothing to announce at the moment.”

He explained that Apple is now importing a large portion of its iPhone from India, not China, reducing tariff rates. As for Macs, a large portion of them come from Vietnam, he said. He added that equipment produced in China is mainly sent to Apple customers outside the United States.

He said Apple's tariff costs the most and is AppleCare and accessories business — also known as spare parts, to fix broken devices covered in its warranty plan and things like iPhone cases. For these businesses, the tariff rate reaches at least 145%.

He did not suggest adding costs to cover the blow.

But he did explain that Apple hasn't been hit as hard as it used to be. This is mainly because its products, including iPhone, Mac, iPad, Apple Watch and Vision Pro, are not currently “compliant with global reciprocity tariffs”, and the Ministry of Commerce is investigating how tariffs affect imports of semiconductors and their products that use them.

So, should consumers and startups buy their Mac now, rather than later? Cook said Apple is doing everything it can to control costs, including affecting the tariff policy itself.

“Obviously, we are very involved in the tariff discussion. We believe in participating and will continue to participate. In the pricing article, we have nothing to announce today.”