Tim Cook’s Golden Gesture to Trump Pays Off

Tim Cook’s Golden Gesture to Trump Pays Off
  • calendar_today September 2, 2025
  • Business

Apple has seemingly found a new way to stay afloat in President Donald Trump’s trade war: by flattering the president’s ego. On Wednesday, Trump shared that Apple was getting a special exemption from a potential 100 percent tariff on semiconductors, which could have forced the company to drastically increase iPhone prices globally. In an exemption Reuters reported earlier in the day, Apple’s $100 billion U.S. investment pledge and a gold statue personalized for the president were apparently key to getting the exemption.

The one-of-a-kind statue was made by Corning, a glass supplier that Apple has worked with since the iPhone’s early days, according to Apple CEO Tim Cook. “Made in the U.S.A.,” Cook tweeted. “A former US Marine Corps corporal who now works at Apple had the Apple logo laser-cut into a large circle of glass and used 24-karat gold to create the base and engrave the president’s name. Cook signed it with a “Made in America” message.

Trump, who has pressured companies to move manufacturing stateside for months, seemed pleased with the gift. After Cook’s Oval Office presentation, Trump announced that Apple and any other company that builds U.S. factories will be exempt from paying a “charge” when tariffs on semiconductors are officially implemented. “Right now, in the case of Apple, there will be no charge,” Trump said. The news is a major win for Apple, which has been in the crosshairs of Trump’s public fury for months over its supply chain decisions.

The day’s news is a far cry from the winter and spring, when Trump targeted Apple for its refusal to move certain iPhone manufacturing jobs into the United States. He began to take shots at Apple after the company decided to move production out of China and into India, rather than domestic manufacturing. In April, he promised that his tariff war with China would eventually produce “Made in America” iPhones. By May, it was apparent that Trump had had enough. In the Middle East, Trump’s aides said he had a “little problem with Tim Cook” and publicly told reporters as much.

Trump even reportedly took his frustration to Cook personally, telling the CEO: “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 pointed out that shifting iPhone assembly to the U.S. was a process that would take years. There was even doubt that it could be done at all. For months, Trump administration officials argued that the effort was underway, if not already complete. Commerce Secretary Howard Lutnick even insisted that Apple was exploring the use of “robotic arms” to achieve the same handiwork in American factories as its Chinese plants.

Wednesday’s news suggests the president may have relaxed his demands. After a few months of threatening a 25 percent tariff on Apple to move iPhone assembly stateside, Trump is now praising Apple’s recent moves as “a significant step toward the ultimate goal of ensuring that iPhones sold in America also are made in America.” But for now, he’s backed off of his original demands.

Cook himself has previously confirmed that certain iPhone parts, like semiconductors, glass, and Face ID modules, are already being manufactured in the U.S. The iPhone itself? Not so much. Cook gave no specific time frame when final assembly would come stateside, but did indicate that it would remain overseas for the foreseeable future, “for a while.”

Apple has been down this road before. Cook developed a rapport with Trump during his previous term, charming the president with promises of investment, while deftly skirting more unreasonable demands. In 2017, Trump predicted three “big, beautiful” Apple plants would be built in America. Only one was built, and it produced face masks, not iPhones. In 2019, Trump himself visited a Texas facility where he declared Apple would soon be making iPhones. Apple instead prepped the plant for MacBook Pro production, with no shift in where iPhones were made.

Apple has now committed to investing $600 billion in the U.S. over the next four years. It sounds like a lot, but analysts told Reuters the number largely reflects Apple’s typical spending and echoes the company’s previous promises to the Biden administration, as well as the Trump administration’s first term. In other words, Apple might not actually be giving anything new.

Trump has maintained that any company that fails to meet these kinds of pledges retroactively becomes subject to tariffs. In Apple’s case, it seems like the company is still going to move forward with planned investments and keep assembling iPhones overseas for the time being. The calculation for whether or not to tax those imports seems to have remained the same, and Trump has decided not to push the matter—at least not yet.

Apple’s gambit is looking pretty savvy to Wall Street. Nancy Tengler, CEO and CIO of Laffer Tengler Investments, which owns Apple shares, told Reuters the company’s strategy is “a savvy solution to the president’s demand that Apple manufacture all iPhones in the U.S.”

Cook’s combination of charm offensive, symbolic gestures, and pre-calculated investments has once again bought Apple time in the trade war, at least for now. Trump has set “Made in America” as the bar for progress, but as of this week, Apple has shown few signs of moving the most complex of its manufacturing operations out of China, and without the cost of steep tariffs.