No Tariffs for Apple: How Cook Played to Trump’s Ego

No Tariffs for Apple: How Cook Played to Trump’s Ego
  • calendar_today September 2, 2025
  • Business

Apple may have found a clever way to sidestep President Donald Trump’s trade war: butter up the president with a big shiny gift. On Wednesday, Trump announced that Apple would be granted a special exemption from a 100 percent tariff on semiconductors, sparing the company a price hike on iPhones that would have spread across markets worldwide. Reuters reported that the waiver was granted the same day that Apple promised to invest an additional $100 billion in U.S. operations and gifted Trump a one-of-one personalized statue.

Apple CEO Tim Cook said that the statue was created by Corning, an Apple supplier that makes specialty glass for the iPhone. It was crafted by a former corporal in the U.S. Marine Corps, now employed at Apple, he added, who had the glass cut into a large circle with a massive Apple logo at the center. “This one is from Utah,” Cook said of the statue, which was also gifted with a 24-karat gold base and a plaque engraved with Trump’s name. Cook added a handwritten message on the base: “Made in America.”

Trump, who has repeatedly prodded American companies to bring production home to the U.S., seemed pleased by the gift. During the presentation in the Oval Office, the president said that Apple—and any other company that “build[s] a factory” in the U.S.—will be charged “nothing, no tariffs, no charge” when the tariff on semiconductors goes into effect. The move is a major concession from Trump, who has publicly harangued Apple over the location of its supply chain for months.

Trump’s earlier threats came to a head in the spring. He had long been criticizing Apple for moving production of certain iPhone components to India rather than in the U.S. In April, Trump predicted that his trade war with China would lead to “Made in America” iPhones. In May, his language was less positive. “I have a little problem with Tim Cook,” Trump said while traveling in the Middle East. According to reports, he later called Cook to say, “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.”

Analysts had long pointed out that there are major challenges and complexities in moving iPhone assembly to the U.S., and that it could take years for that to happen—if it’s even possible. Trump’s team has suggested that a move could be faster. “Apple has indicated to us they could bring production home to the U.S.,” Commerce Secretary Howard Lutnick said in April. “We think that Apple has the technology they can use robotic arms or whatever to do the precision work they do in China.”

Wednesday’s news, however, suggests that Trump has backed down from such strict demands. He once threatened to impose a 25 percent tariff on Apple if iPhones weren’t made in the U.S. On Wednesday, Trump said that Apple’s moves are “a significant step toward the ultimate goal of ensuring that iPhones sold in America also are made in America.” For now, at least, he is no longer demanding that they do so immediately.

Cook has previously said that certain components for the iPhone are already made in the U.S., such as semiconductors, glass, and Face ID modules. However, he has not given a clear timeline for when iPhone assembly could move to the U.S., saying instead that it would remain overseas “for a while.”

This type of negotiation is something of a familiar dance for Apple. During Trump’s first term, Cook burnished his relationship with the president with promises of investment while mostly ignoring the president’s more confrontational demands. In 2017, Trump claimed that Apple would build three “big, beautiful” plants in America. Only one was built, and it makes face masks, not iPhones. In 2019, Trump visited a plant in Texas that he said could be used to make iPhones. Apple committed the plant to manufacturing MacBook Pros, leaving Trump’s hopes for domestically made iPhones unfulfilled.

This time, Apple is pledging to invest $600 billion in the U.S. over the next four years. That number sounds big, but as Reuters reported, analysts say that it tracks with how much the company has planned to spend on U.S. operations for some time, and may also match figures offered to the Biden White House and during Trump’s first term. If so, Apple may be offering little more than what it would have done anyway.

Trump has said that any company that fails to come through on such promises could face retroactive tariffs. But so far, Apple has signaled that it will continue its normal course of action, investing according to its long-term plans while leaving iPhone assembly overseas. Trump has made no move to force Apple’s hand on the issue—at least, not yet.