Apple Inc. retail stores across the United States experienced an unexpected surge in customer traffic over the weekend as buyers rushed to purchase iPhones ahead of a potential price hike linked to new US tariffs on Chinese goods.
Store employees from multiple locations confirmed that foot traffic reached levels typically seen during the holiday season.
Customers expressed concerns that the Trump administration’s proposed 54 percent tariff on Chinese imports would cause a sharp increase in the price of Apple’s flagship devices.
Most iPhones are assembled in China making them directly vulnerable to the tariff plan.
One Apple employee who asked to remain anonymous said the store was filled with customers asking whether prices would go up.
“Almost every customer asked me if prices were going to increase soon” the employee said. Another staff member noted that while the rush did not resemble an iPhone product launch it mirrored year-end shopping in both volume and urgency.
Retail sales over the weekend rose in several major markets, according to a source familiar with the company’s operations. Apple’s retail activity was reportedly higher than comparable weekends in previous years.
The tariff uncertainty comes as Apple prepares to report fiscal second-quarter results on May 1.
Analysts are watching closely for any signals from CEO Tim Cook or CFO Kevan Parekh on how the tariffs may affect operations and pricing strategies.
Apple shares have come under pressure amid broader market volatility as the company’s valuation dropped by over $500 billion in the last two trading sessions of last week, making its worst three-day decline since the post-dot-com bubble in 2001.
Shares of Apple fell by 8.8 percent since April 2 compared to a 10.7 percent drop in the S&P 500 over the same period.
In preparation for the tariff fallout Apple has stocked up on inventory and increased shipments from India where some iPhone models are manufactured. India currently faces lower US tariffs than China.
Apple has also shifted production of Apple Watches AirPods iPads and Macs to Vietnam and other countries including Ireland Thailand and Malaysia to diversify risk.
Despite the share price decline the short-term sales uptick may benefit Apple’s fiscal third quarter. Since most of the inventory being sold was purchased before the tariff announcement the financial impact will likely appear in the following quarter.
Industry watchers remain divided on how much tariffs will influence consumer pricing with some analysts speculating that iPhone prices could rise to over $1500 for premium models if Apple fully passes on the cost.
Others believe Apple will absorb part of the impact by reducing supplier margins or accepting lower profits.
At Apple’s flagship Fifth Avenue store in New York customers lined up steadily throughout the day on Monday.
One shopper from Buenos Aires said she accelerated her purchase plans after reading about potential price increases. “If we have the possibility to buy something at a lower price of course we are going to” she said.
Employees say the rush may persist in the coming days especially as consumers react to ongoing economic uncertainty and mixed signals from policymakers. With no formal guidance from Apple retail staff continue fielding questions without clear direction from headquarters.
