Tariff anxiety sparks surge in Apple store traffic as U.S. customers rush to buy iPhones

A wave of uncertainty around looming import tariffs has triggered a retail rush for Apple. Customers across the U.S. are crowding Apple Stores, hoping to secure iPhones and other devices before potential price increases take hold. The urgency has caught store teams off guard, with traffic levels rivaling those typically seen during major shopping seasons.

Retail staff, speaking anonymously to Bloomberg, described an atmosphere of concern among buyers, many of whom voiced fears that tariffs would drive up prices within days. Despite the questions, Apple has not issued public guidance or internal messaging on how pricing might change, leaving employees to navigate the situation on their own.

With the tariff policy set to kick in April 9, Apple has already taken behind-the-scenes measures to cushion the blow. In late March, the company increased inbound shipments of iPhones from its Indian factories—an unusual move during what is normally a quieter period for inventory flow. These early shipments, alongside additional stock from China, give Apple a temporary cushion, allowing it to delay passing any cost increases to consumers.

India’s growing importance in Apple’s manufacturing strategy continues to pay off. Devices assembled there are subject to lower U.S. tariff rates compared to Chinese-made products, making it more cost-effective for Apple to meet American demand from that region—at least for now.

Despite these preparations, Apple has remained silent publicly. The company has not commented on the trade developments, even as its stock price has slipped sharply in recent days. Investors and analysts alike are looking ahead to Apple’s May 1 earnings call, where the company is expected to break its silence and share more details on how it plans to navigate the months ahead.

Until then, the uncertainty is fueling a last-minute consumer rush—one that reflects both concern over rising prices and the increasingly fragile intersection between geopolitics and consumer tech.