Apple has created a loyal fan base of customers willing to pay premium prices for their products, like iPhones. The company’s strategy has long revolved around product differentiation, brand equity, and perception of value—but one longtime observer warns that a sudden jolt from large tariff-fueled price increases would deter even the most staunch Apple loyalist.
“If someone charged you $7 for a slice of pizza, even the best slice of pizza, you wouldn’t buy it,” Dan Ives, Wedbush Securities managing director, told Fortune on Monday. “So everything has a price.”
