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Apple iPhone 15 Pro and 15 Pro Max Review: Love at First Zoom

Apple’s iPhone 15 Pro and 15 Pro Max are defined by their refinements: a lighter body made from titanium, a USB-C port for charging and fast data transfers, a processor capable of console games and, on the Pro Max, a new 5x telephoto zoom camera.

I’ve reviewed and tested iPhones for years, but Apple’s new iPhone 15 Pro Max is the first time I’ve ever been this enamored. (The iPhone 12 Mini is a close second.) Both phones, along with the iPhone 15 and 15 Plus and new Apple Watches, are now available in stores.

I tested the iPhone 15 Pro and 15 Pro Max for five days, but it wasn’t until I was photographing a bodega cat named Kit Kat that I realized just how many improvements these phones have. They are brimming. After I took Kit Kat’s picture, I saw the option to turn his image into a portrait mode photo. It’s a minor detail but one with a significance: Nearly any photo can now be a portrait photo. And this isn’t even the biggest addition.

Apple gave its Pro models a glow-up with a refreshed lighter build, a new shortcut button and the world’s smallest processor. And it did all this while managing to keep that tried-and-true iPhone aesthetic front and center. In my time reviewing both phones, I recorded videos of penguins swimming, played the console game Resident Evil Village on the 15 Pro, gave the 15 Pro Max’s new zoom lens a spin atop a San Francisco Ferris wheel and tried, absentmindedly, to put a Lightning cable into the new USB-C port. Old habits, am I right?

iPhone 15 Pro Max

The iPhone 15 Pro and 15 Pro Max are defined by their refinements. This pair of phones is one of the most compelling releases from Apple in years.

But all this comes at a cost. While the 15 Pro costs $999 (£999, AU$1,849), the same price as the 2017 iPhone X, the barrier of entry for the 15 Pro Max is $100 more than it was last year. Apple got rid of the cheapest 128GB storage option leaving the $1,199 model with 256GB of storage as the new baseline. And that’s a price right on par with Samsung’s Galaxy S23 Ultra.

If you’re curious about the other phones Apple is launching, check out CNET Senior Editor Lisa Eadicicco’s review of the iPhone 15 and 15 Plus.

Pricing and storage comparison

Phone Storage US price UK price Australia price
iPhone 15 Pro 128GB $999 £999 AU$1,849
iPhone 15 Pro 256GB $1,099 £1,099 AU$2,049
iPhone 15 Pro Max 256GB $1,199 £1,199 AU$2,199
iPhone 15 Pro 512GB $1,299 £1,299 AU$2,399
iPhone 15 Pro Max 512GB $1,399 £1,399 AU$2,549
iPhone 15 Pro 1TB $1,499 £1,499 AU$2,749
iPhone 15 Pro Max 1TB $1,599 £1,599 AU$2,899

iPhone 15 Pro design embraces titanium and USB-C

The new titanium body is lovely, light and easy to hold thanks to its ever-so-slightly rounded edges. It feels less bulky than the straight-edged 12, 13 and 14 series. In fact, it’s almost like Apple merged the curved sides of the X, XS and 11 families with the blocky sides of recent years to find a Goldilocks-style middle ground with the 15 Pro and 15 Pro Max. That said, most people will likely put a case on the phone and not notice these changes at all.

There are two more major changes to the body. The first is the inclusion of a USB-C port instead of the Lightning port found on previous models. While the move definitely made headlines even before Apple announced it, in reality it’s not a radical change. I now plug in a USB-C cable (which comes with the phone) instead of a Lighting one. But it’s convenient to use the «one ring to rule them all» of charging cables.

Then there are the buttons. The volume buttons feel a bit more springy than the buttons on previous stainless steel Pro models. It’s like wearing a pair of foam-soled sneakers, where you get that extra spring in your step, rather than the airbag cushioning we had in shoes like the Nike Air Max back in the ’80s and ’90s. Both are comfortable, but the newer design with foam is more so.

iPhone 15 Pro Max

Goodbye mute switch, hello action button

The mute (or silence) switch is gone and replaced with an action button. By default it lets you silence your iPhone, but you can also customize it to turn on the flashlight, record a voice memo and open the camera, among other things. I especially liked having it open the camera. Once the app is open, the action button doubles as a physical shutter button to take a photo. But the simple fact that I can use the button to trigger a shortcut multiplies its possibilities.

The button only reacts to two kinds of input: a tap or a press. It can only trigger one feature at a time which seems limiting. I do hope that Apple opens this up and lets people program multiple presses and taps to trigger different presets. Like maybe two presses in a row launches a shortcut and one press silences the phone. Right now, the only way to change what the button does is to go into the Settings app, scroll down to the action button and change it there. Also I’d welcome the ability to add a Control Center button that gets me into this action button menu quicker.

Read more: This Is the Only Way You Should Turn On Your iPhone Flashlight

Like last year’s 14 and 14 Plus, the 15 Pros have a completely redesigned interior that makes it easier to repair. If the back glass is damaged, it should be faster and more affordable to have it replaced. Below is a comparison of how much it costs to replace the back glass on the new phone versus older Pro iPhone models.

Back glass replacement cost

Phone iPhone 15 Pro iPhone 15 Pro Max iPhone 14 Pro iPhone 14 Pro Max
Cost $169 $199 $499 $549

iPhone 15 Pro and iPhone 15 Pro Max

iPhone 15 Pro Max’s 5x zoom

Let’s just get this out of the way. The zoom lens on the small Pro is different from the one on the big Pro Max. The 15 Pro has a tried and true 3x telephoto camera like previous models. But the 15 Pro Max has a new 5x telephoto camera that’s made with multiple prisms and some clever engineering.

In contrast, there are a number of Android phones with periscope-style telephoto lenses that use a single prism to bounce light to the sensor, like the 10x zoom on the Samsung Galaxy S23 Ultra. The advantage to Apple’s design is that the lens takes up much less space and allows the image sensor to sit parallel with the lens, eliminating the restriction of having a telephoto image sensor that’s limited in size by the thickness of the phone.

Both Pro phones also have a larger 48-megapixel sensor on the main camera, which helps improve performance in low light. When I was photographing with the iPhone 15 Pro Max and 14 Pro Max after dusk, I noticed that the newer phone didn’t have to go into night mode as much. Also the photonic engine, Apple’s fancy-pants name for photo processing, seems to help with highlights more.

Take a look at some of my favorite photos that I took with the iPhone 15 Pro and 15 Pro Max.

A photo of a box office at a movie theater
Two great people
A photo of a boring clam
A cat in a window
People dancing
An iPhone 15 Pro taking a portrait

iPhone 15 Pro Max cameras vs. Pixel 7 Pro, Galaxy S23 Ultra

To test the versatility of these cameras, I decided to do a studio photo shoot with my CNET colleague, Abrar Al-Heeti, an award-winning journalist and connoisseur of tea parties. I grabbed photos of Abrar with the Pixel 7 Pro, Galaxy S23 Ultra, iPhone 15 Pro Max and iPhone 15 Pro. I did my best to frame her the same way for each phone.

Three portraits of Abrar
Three portraits of Abrar

Of the five photos, the 10x zoom photo from the S23 Ultra is my least favorite. The Pixel’s photo made the background dark and smoothed out the paper’s textures and flaws behind Abrar. In terms of her skin, both the iPhone 15 Pro and 15 Pro Max skewed her complexion warmer while retaining the most detail.

The Samsung’s 3x optical zoom shot looks wonderful, but has a heavy amount of skin smoothing, which some people prefer. And the Pixel did the best at accurately capturing Abrar’s skin in terms of color and detail. Again, all of these photos are good. However, the 15 Pro Max and Pixel images are my favorites.

Two portraits of Abrar
Two portraits of Abrar

I also decided to take the 15 Pro Max, the Pixel and S23 Ultra up on a Golden Gate Park Ferris wheel in San Francisco. It was overcast and there was fog (ah, San Francisco summers!), and those conditions challenged all three phones. But the Galaxy S23 Ultra was at even more of a disadvantage.

While the Pixel 7 Pro and iPhone 15 Pro Max both have a 5x optical zoom, in order to match it on the S23 Ultra, I set it to 5x digital zoom and, as you can see below, the results weren’t great. The Pixel fared better, but notice the detail in the trees looks muddy compared to what the iPhone grabbed. None of these photos are great but the iPhone’s snap is the best of the three.

Three photos of the University of San Francisco
Three photos of the University of San Francisco

But wait, Samsung has something the other phones don’t: a 10x optical zoom. It gets much closer. The quality isn’t great, but it looks better than the iPhone 15 Pro Max’s 10x digital zoom. The Galaxy S23 Ultra photo is fighting against that fog and the contrast is heavy-handed.

A photo of the University of San Francsico
A photo of the University of San Francsico

Also if, like me, you’re wondering what that building is, it’s the University of San Francisco. But at the time I didn’t know. So I used the iPhone’s Visual Lookup tool to find out. While the iPhone did identify it as a landmark, it couldn’t actually tell me what it was. In fact, it shared a photo of Sa’at Tower in Iran. So, I hopped on my Pixel, used Google Lens, and found out correctly that it was the university, which adds up since I live in San Francisco, not Iran.

Changing a photo's focal point on the iPhone 15 Pro Max

iPhone 15 Pro portraits are a no brainer

Then there’s portraits in photo mode which let you take a regular photo and change it to a portrait mode pic after the fact for certain subjects (humans, dogs and cats). Here’s a photo I took of Kit Kat the bodega cat in photo mode. Remember him from the beginning? I can turn portrait mode on, adjust the aperture to keep his whiskers in focus and even apply portrait lighting effects.

iphone-15-pro-max-kit-kat-portrait

But I can also change focus after the fact. Check out the ’90s grunge band photos of me and my pal Beacham. I can change the focus from me to him after I take the photo. This is going to be a killer feature for parents.

I’m also happy to say that the new lens coating on the 15 Pro and 15 Pro Max helps reduce light source reflections. On the whole if there is a reflection or lens flare it’s minimal at best and usually a single point.

A photo of people walking at sunset

In night mode, I did get some strange light streaking when using the 5x telephoto camera on the 15 Pro Max with string lights and a lamp inside a bar. I wonder if it has something to do with the prisms used for the lens. But to be clear, out of the hundreds of photos I’ve taken only three had these streaks.

A night mode photo of a sidewalk with string lights
A night mode photo of a bar

Video recordings look good. I’m excited about being able to record in log format, which makes footage look flat with desaturated colors. Recording in log gives more leeway to make iPhone videos match the color with footage from other cameras you use, versus baking in the color into the video file. I can see using Apple log videos for films where you’re using multiple cameras from different brands or in social media videos, like the one we made for this review.

Playing Resident Evil Village on an iPhone 15 Pro

The iPhone 15 Pro is the next gaming console

The brain behind everything on the 15 Pro and 15 Pro Max is the new A17 Pro chip. Its processing and graphics performance is best shown off with video games. And I’m not talking about Candy Crush.

The 15 Pro and 15 Pro Max support full console games like Resident Evil Village, which I got to test… well, at least the beginning. Resident Evil Village looks phenomenal on the 15 Pro Max’s screen, especially in terms of the lighting and shading. In my time, and through my casual gamer’s eyes, I was impressed. It speaks volumes that games like this can come to the iPhone.

I’m not even a week into using the new iPhones, so I still need to run CNET’s array of battery drain and charging tests. But I can share how the battery has fared so far. For the most part the 15 Pro Max’s battery made it through a full day of use (from 7 a.m. to 10 p.m) usually ending the day with 20 to 25% to spare. On perhaps the most demanding day I spent with the phone (taking photos, recording videos and with the screen at max brightness) the 15 Pro Max started out with a full battery in the morning and had 7% left by the end of the day.

I did run a wired charging test with both the 15 Pro and Pro Max. I used the included USB-C cable that comes in the box and a Twelve South 20-watt wall charger. Over 30 minutes the 15 Pro’s battery went from 4% to 66% and the 15 Pro Max recharged from 7% to 56%. Both phones support wired charging up to 27 watts which I plan to test and will update this review with the results.

The iPhone 15 Pro and 15 Pro Max also support 15-watt wireless charging via MagSafe or Qi2. I tested both on a Belkin BoostCharge Pro stand. Over 30 minutes, the 15 Pro went from 30% to 52% and the 15 Pro Max went from 7% to 28%, which are remarkably similar results.

iPhone 15 Pro Max in StandBy mode

The iPhone 15 Pro is home for iOS 17

If the A17 Pro chip is the brains, then iOS 17 is the 15 Pro and 15 Pro Max’s soul. The new OS is filled with lots of small quality of life improvements throughout. StandBy mode has won me over. I love being able to have my lock screen show the time in alarm clock-size numbers, app widgets or photos while it charges. The interface is clean and contemporary and breathes new life into the iPhone.

I also love making custom stickers from photos and live photos in Messages. It makes communicating with friends and family even more expressive. Autocorrect on the keyboard works so well for me. I’m usually a horrible phone typist, but this new autocorrect gets me. And I don’t even curse that much.

Read more: iOS 17 Review: StandBy Mode Changed My Relationship With My iPhone

At the end of the day, I am impressed with the iPhone 15 Pro and 15 Pro Max. I recommend both for anyone coming from a 12 Pro, 12 Pro Max or older. If you’re trying to decide between the 15 Pro and the 15 Pro Max, that 5x telephoto on the Pro Max is compelling. But if you don’t take a lot of zoomed in photos, it might be best to stick with the smaller Pro size. Also, if you’re considering buying either phone there are a number of trade-in discounts you should consider.

iPhone 15 Pro specs vs. iPhone 15 Pro Max, Google Pixel 7 Pro, Galaxy S23 Ultra

iPhone 15 Pro iPhone 15 Pro Max Google Pixel 7 Pro Galaxy S23 Ultra
Display size, tech, resolution, refresh rate, brightness 6.1-inch OLED; 2,556×1,179 pixels; 120Hz adaptive 6.7-inch OLED; 2,796×1,290 pixels; 120Hz adaptive 6.7-inch OLED display, QHD+ (1,440×3,120 pixels), 120Hz refresh rate, 1,500-nit brightness 6.8-inch AMOLED; 3,088×1,440 pixels; 120Hz adaptive
Pixel density 460 ppi 460 ppi 512 ppi 500 ppi
Dimensions (inches) 2.78 x 5.77 x 0.32 in 3.02 x 6.29 x 0.32 in 6.4 x 3.0 x 0.3 in 3.07 x 6.43 x 0.35 in
Dimensions (millimeters) 70.6 x 146.6 x 8.25 mm 76.7 x 159.9 x 8.25 mm 162.9 x 76.6 x 8.9 mm 78 x 163.3 x 8.9 mm
Weight (grams, ounces) 187 g (6.6 oz) 221 g (7.81 oz) 212g (7.5 oz) 234 g (8.25 oz)
Mobile software iOS 17 iOS 17 Android 13 Android 13
Camera 48-megapixel (wide), 12-megapixel (ultrawide), 12-megapixel telephoto (3x optical) 48-megapixel (wide), 12-megapixel (ultrawide), 12-megapixel telephoto (5x optical) 50-megapixel (main), 12-megapixel (ultrawide), 48-megapixel (telephoto) 200-megapixel (wide), 12-megapixel (ultrawide) 10-megapixel (telephoto) 10-megapixel (telephoto)
Front-facing camera 12-megapixel 12-megapixel 10.8-megapixel 12-megapixel
Video capture 4K 4K 4K 8K
Processor A17 Pro A17 Pro Google Tensor G2 Qualcomm Snapdragon 8 Gen 2 for Galaxy
Storage 128GB, 256GB, 512GB, 1TB 256GB, 512GB, 1TB 12GB RAM + 128GB, 256GB, 512GB 8GB + 256GB; 12GB + 256GB; 12GB + 512GB; 12GB + 1TB
Expandable storage None None None None
Battery Undisclosed; Apple claims up to 23 hours of video playback (20 hours streamed) Undisclosed; Apple claims up to 29 hours of video playback (25 hours streamed) 5,000 mAh 5,000 mAh (45W wired charging)
Fingerprint sensor None (Face ID) None (Face ID) In-display In-display
Connector USB-C USB-C USB-C USB-C
Headphone jack None None None None
Special features 5G (mmw/Sub6), Action Button, Always-On display, IP68 rating, MagSafe, Dynamic Island, 5x optical zoom (120mm equivalent),satellite connectivity, eSIM, Thread networking technology 5G (mmw/Sub6), Action Button, Always-On display, IP68 rating, MagSafe, Dynamic Island, 5x optical zoom (120mm equivalent),satellite connectivity, eSIM, Thread networking technology 5G, Magic Eraser, Photo Unblur, Real Tone, Face Unblur, Long Exposure Mode, Action Pan; Hold For Me, Wait Times, Direct My Call Live Translate, 5G (mmw/Sub6), IP68 rating, wireless PowerShare to charge other devices, integrated S Pen, 100x Space Zoom, 10x Optical Zoom, UWB for finding other devices
US price off-contract $999 (128GB, $1,099 (256GB), $1,299 (512GB), $1,499 (1TB) $1,199 (256GB), $1,399 (512GB), $1,599 (1TB) $899 (128GB + 12GB) $1,200 (12GB/256GB)
UK price £999 (128GB), £1,099 (256GB), £1,299 (512GB), £1,499 (1TB) £1,199 (256GB), £1,399 (512GB), £1,599 (1TB) £849 £1,249 (12GB/256GB)
Australia price AU$1,849 (128GB), AU$2,049 (256GB), AU$2,399 (512GB), AU$2,749 (1TB) AU$2,199 (256GB), AU$2,549 (512GB), AU$2,899 (1TB) AU$1,299 AU$1,949 (12GB/256GB)

How we test phones

Every phone tested by CNET’s reviews team was actually used in the real world. We test a phone’s features, play games and take photos. We examine the display to see if it’s bright, sharp and vibrant. We analyze the design and build to see how it is to hold and whether it has an IP-rating for water-resistance. We push the processor’s performance to the extremes using both standardized benchmark tools like GeekBench and 3DMark, along with our own anecdotal observations navigating the interface, recording high-resolution videos and playing graphically intense games at high refresh rates.

All the cameras are tested in a variety of conditions from bright sunlight to dark indoor scenes. We try out special features like night mode and portrait mode and compare our findings against similarly priced competing phones. We also check out the battery life by using it daily as well as running a series of battery drain tests.

We take into account additional features like support for 5G, satellite connectivity, fingerprint and face sensors, stylus support, fast charging speeds, foldable displays among others that can be useful. And we of course balance all of this against the price to give you the verdict on whether that phone, whatever price it is, actually represents good value. While these tests may not always be reflected in CNET’s initial review, we conduct follow-up and long-term testing in most circumstances.

Technologies

Your Phone’s a Germ Magnet. How to Disinfect It Properly

Want to keep your iPhone or Android germ-free? Follow these phone cleaning tips.

Your phone goes everywhere with you — on your commute, your lunch break, even the bathroom (don’t lie). But for something that spends so much time in your hands and against your face, it’s probably way dirtier than you think. In fact, studies have shown that the average smartphone can carry more germs than a toilet seat. Yeah, really.

All that touching, tapping, swiping and setting it down on random surfaces adds up fast. If you’re not regularly disinfecting your phone, you’re basically carrying a pocket-sized petri dish. The good news? Cleaning it the right way is quick, easy and doesn’t require fancy gear. Here’s how to sanitize your device safely — without damaging the screen or frying your electronics.. 

The Federal Communications Commission suggests disinfecting your phone daily, but not all cleaning methods are safe. Harsh chemicals and abrasive materials can damage protective coatings and potentially harm your screen. To keep your phone both clean and intact, it’s crucial to use the right cleaning techniques.

We’ll guide you through the best methods and products for keeping your device germ-free, from iPhones to Samsungs, and whatever their level of water resistance may be.

For more cleaning tips, here’s how to clean wireless earbuds and AirPods. 

What are the best products for daily cleaning?

After touching surfaces that see a lot of action from the public — such as door handles, seats on public transportation, grocery carts and gas pumps — you might think you need a heavy-duty cleaning agent to use on your phone. However, you should avoid rubbing alcohol or products made of straight alcohol, since they can damage the protective coatings that prevent oil and water from harming your screen.

Some suggest making your own alcohol-water mix, but getting the concentration wrong can damage your phone. The safest option is using disinfectant wipes with 70% isopropyl alcohol. For daily cleaning, consider a UV light product like PhoneSoap, which kills 99.99% of germs and bacteria. We can also turn to phone manufacturers and cell service companies for guidance, too. 

Apple now approves using Clorox Wipes and similar disinfectants, which was not recommended before the pandemic since they were thought to be too abrasive on the screen’s coating. AT&T advises spraying a 70% isopropyl alcohol solution on a soft, lint-free cloth and wiping your device down. Samsung also recommends using a 70% alcohol solution with a microfiber cloth. Always make sure your phone is powered off before cleaning it. 

What are the best methods for removing fingerprints, sand and makeup?

Sometimes your phone needs a more specific treatment when washing up. The recommended process for daily cleaning may not be enough to remove pesky grains of sand after a beach vacation or tough foundation stains. 

Get rid of fingerprints

Fingerprint smudges are inevitable since your skin produces oils. Every time you pick up your phone, your screen will get fingerprints. The safest way to make your screen print-free is with a microfiber cloth. For a deeper clean, dampen the cloth with distilled water (never apply water directly to the screen) and wipe down the surface. This works for the back and sides of your phone as well.

Alternatively, try a microfiber screen cleaner sticker that sticks to the back of your phone for easy wiping.

Remove sand and small particles

Grains of sand and lint can easily get stuck in your phone’s ports and crevices. To remove it, we recommend you use Scotch tape. Press it along the creases and speaker, then roll it up and gently insert it into the ports. The tape will pull out any debris. You can then just simply throw away the tape for easy cleanup. 

For smaller speaker holes, use a toothpick gently or a small vacuum crevice tool to suck out the debris. These tools work well for other small appliances or hard-to-reach areas in your car too.

Cleanse makeup off your phone screen

When you wear makeup and skin care products, such as foundation and moisturizers, you’ll leave residue on your phone screen. While makeup remover works for your face, it’s not safe for screens due to potentially harmful chemicals. Instead, try a screen-safe makeup remover like Whoosh, which is alcohol-free and gentle on all screens.

Alternatively, use a damp microfiber cloth to clean your phone, then wash the cloth afterward. Make sure your cloth is only slightly wet to avoid soaking your phone in water. 

What if my phone is waterproof?

For waterproof phones (IP67 and above), it’s best to clean the device with a damp cloth instead of submerging or running it under water — even if the phone advertises that it can withstand submersion for a certain amount of time. 

Afterward, dry your phone with a soft cloth, ensuring all ports and speakers are patted dry. While your phone can withstand water, submerging it can lead to water in the ports, delaying charging. Remember, water resistance is meant for accidents, not swimming or regular cleaning.

Things to avoid when cleaning your phone

We’ve already covered why you should avoid makeup remover and rubbing alcohol, but those aren’t a comprehensive list of harmful cleaning agents. Here are a few other items and products you should never use to clean your phone: 

  • Hand sanitizer: Fragrances and ethyl alcohol found in many sanitizers can harm your phone. 
  • Window or kitchen cleaners: Harsh cleaners can strip the protective coating on your phone and leave it more vulnerable to scratches.
  • Paper towels: Paper can shred, making the debris on your phone much worse, and the rough texture can leave scratches on your screen. 
  • Dish and hand soap: Most soaps require you to combine them with water, and since you should keep water away from your phone, it’s best to stick to a damp cloth.
  • Vinegar: Like cleaners and alcohols, vinegar will strip your phone screen’s coating.
  • Compressed air: Blowing intense and direct air into your phone’s portals can cause damage, especially to your mic. Apple specifically warns iPhone owners not to use compressed air.

For more cleaning tips, explore how to clean your Apple Watch. 

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Technologies

Tariff Impacts Are Real: I Found 13 Companies With Official Price Hikes

A popular brand of smart lights is among the latest products to suffer an official price hike in the wake of Trump’s tariffs.

In a lot of ways and for a lot of products in the US, the biggest impacts of President Donald Trump’s aggressive tariff plans are still a ways off in the near future. Still, numerous companies have already hiked prices or said that they will be increased in the near future — including, most recently, a popular and CNET-approved brand of smart lights.

The fact of the matter is that tariffs — a tax placed on the importing of certain products into a country — will ultimately cause prices to go up, with Walmart characterizing these eventual price hikes as «inevitable» during its earnings call last month. Given Trump’s push to place historically high tariffs on goods from almost every country in the world, you can also expect these price hikes to hit a huge variety of products.

This truth has begun to sink in for a lot of Americans, if a recent survey conducted by CNET is anything to go by. According to the results, about 38% of consumers feel pressured to make certain purchases before tariffs cause them to go up in price. About 10% said that they had already made certain purchases out of the hope that they’ll avoid a future price hike, and 27% said they had delayed purchases for products that cost more than $500. Overall, these concerns about prices were felt the most around popular tech pieces like smartphones, laptops and home appliances.

To help you keep score, I’ve put together a list of all the companies that have either confirmed or warned of price hikes due to Trump’s tariffs. As other companies make such announcements, you can expect new names to be added here.

Continue on for all those details, and for more, find out why it’s best if you wait on buying a new iPhone.

Best Buy

Without getting into specifics, Best Buy CEO Corie Barry told the Wall Street Journal late last month that it has already raised prices on certain products as part of its response to the tariffs.

e.l.f.

Known as an affordable option in the beauty world, e.l.f. announced in late May that it would be implementing a $1 price hike across its product line in response to the tariffs. CEO Tarang Amin claimed that the reaction from customers was positive, on account of the company’s transparency.

«We’re not trying to pull anything over on anyone,» Amin told Fortune. «This is exactly what we’re facing, and they understand.»

Macy’s

Speaking to CNBC in late May, Macy’s CEO Tony Spring said that price hikes will be implemented on some products due to tariffs, while also emphasizing that other tactics — like discontinuing certain products altogether — will also be a response to rising costs.

Mattel

Known for brands like Barbie and Hot Wheels, Mattel sounded the alarm over likely price increases during an early May earnings call. While it’s unclear how much the toymaker’s prices have increased since then, the company told investors that it would be, «where necessary, taking pricing action in its US business,» or to put it plainly, raising prices for consumers to mitigate the impact of tariffs.

Nikon

Camera-maker Nikon will introduce price hikes in response to Trump’s tariffs, effective June 23. This move will only target lenses and accessories the company makes and sells, so the cameras themselves are safe for now.

«We will be carefully monitoring any tariff developments and may adjust pricing as necessary to reflect the evolving market conditions,» a statement from Nikon explained. «We wish to thank our customers for their understanding and know that we are taking every possible step to minimize the impact on our community.»

Philips Hue

Parent company Signify announced that prices for its popular and highly regarded Philips Hue brand of smart lights will see price hikes effective July 1. The company also confirmed that this decision was made «as a direct result of tariffs.»

«Signify reserves the right to modify prices based on new or additional tariffs becoming effective in the future,» the company’s official statement explained

Ralph Lauren

Sales at the luxury goods retailer Ralph Lauren have apparently remained steady amid recent uncertainty, but the company is still forging ahead with a plan to combat tariff impacts by raising prices more than it had already intended to, according to the Wall Street Journal.

Shein and Temu

Trump’s tariffs have made a notable target of China, hitting the country with a 30% rate only after initially hiking it all the way to 145%. Online retailers like Shein and Temu rely on direct shipments from markets like China in order to offer the rock-bottom prices that made them famous, so it’s little surprise now that they’ve had to raise prices.

The Trump administration has furthered the issues faced by these companies by doing away with a rule known as the «de minimus» exception, which used to exclude smaller purchases under $800 from import taxes. With that rule gone, Trump’s China tariffs will now apply to both bulk orders of industrial building materials and those shoes you’ve been looking to buy from Shein.

Subaru

Subaru has hiked prices across almost its entire line. The increase ranged from $750 to $2,055, depending on the model, with only the EV Solterra avoiding any change.

As has become a trend with some companies, Subaru avoided attributing the price hikes to Trump’s tariffs, citing only the common refrain of «market conditions.» Trump has notably disparaged companies that explicitly lay the blame for price hikes on his policies.

«The changes were made to offset increased costs while maintaining a solid value proposition for the customer. Subaru pricing is not based on the country of origin of its products,» a Subaru spokesperson said in a statement to Car & Driver.

Stanley Black & Decker

In an earnings report published April 30, toolmaker Stanley Black & Decker addressed «Price Actions in Response to US Tariffs,» stating that it had «implemented an initial price increase in April and notified our customers that further price action is required,» and was also looking into ways to shift its supply lines to minimize the impact of tariffs.

Volvo

The price impact of tariffs at Swedish automaker Volvo are confined, for now, to just one model: the electric EX30. Initially it was set to start at $34,950 in the US — a competitive price for an EV — but tariffs targeted at imported cars forced the company to raise the price to $46,195, a 32% bump.

Walmart

The biggest grocery chain in the US, Walmart is perhaps the most prominent company yet to announce imminent price hikes due to Trump’s tariffs. During the company’s earnings call in May, CEO Doug McMillan said price hikes would begin by the end of May and impact things like food, electronics and toys.

For more, see why buying refurbished tech helps you dodge tariffs and helps the planet.

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Technologies

As Tariffs Have Consumers Worried, Here’s What I’ve Found Watching Key Products for Price Hikes

There’s a lot of concern and uncertainty going around the economy amid Trump’s tariff plans, prompting a lot of early purchases to avoid price hikes.

For CNET’s tariff price tracker, I’ve been keeping tabs on several key products we suspect will be vulnerable to President Donald Trump’s contentious tariff policies, watching their price moves every day for possible long-term price hikes. 

For the most part, prices for these items have remained steady in the last few weeks, aside from notable increases for the Xbox Series X and a budget-friendly 4K TV. A few have also gone on sale for brief periods, but as of now, they’ve all mostly reverted back to normal — though you should expect the sale prices to return as Prime Day approaches in July, a good time overall to make purchases that might get more expensive later.

With all that said, the broader impact of these import taxes is still on the horizon, especially as Trump now claims that tariff rates against China are going back up to 55% soon. The Trump administration has also been working to undo a trade court ruling, which found that Trump has no authority to set tariffs as he has been — a move now being argued before an appeals court. We’ll see how that ultimately plays out, but for now, the possibility that the president’s tariff policies will lead to price hikes remains likely. 

CNET Tariff Tracker Index

Above, you can check out a chart with the average price of the 11 products included in this piece over the course of 2025. This will help give you a sense of the overall price changes and fluctuations going on. Further down, you’ll be able to check out charts for each individual product being tracked. 

We’ll be updating this article regularly as prices change. It’s all in the name of helping you make sense of things, so be sure to check back every so often. For more, check out CNET’s guide to whether you should wait to make big purchases or buy them now and get expert tips about how to prepare for a recession.

Methodology

We’re checking prices daily and will update the article and the relevant charts right away to reflect any changes. The following charts show a single bullet point for each month, with the most recent one labeled «Now» and showing the current price. For the past months, we’ve gone with what was the most common price for each item in the given month. 

In most cases, the price stats used in these graphs were pulled from Amazon using the historical price-tracker tool Keepa. For the iPhones, the prices come from Apple’s official materials and are based on the 128-gigabyte base model of the latest offering for each year: the iPhone 14, iPhone 15 and iPhone 16. For the Xbox Series X, the prices were sourced from Best Buy using the tool PriceTracker. If any of these products happen to be on sale at a given time, we’ll be sure to let you know and explain how those price drops differ from longer-term pricing trends that tariffs can cause.

The 11 products we’re tracking

Mostly what we’re tracking in this article are electronic devices and digital items that CNET covers in depth, like iPhones and affordable 4K TVs — along with a typical bag of coffee, a more humble product that isn’t produced in the US to any significant degree. 

The products featured were chosen for a few reasons: Some of them are popular and/or affordable representatives for major consumer tech categories, like smartphones, TVs and game consoles. Others are meant to represent things that consumers might buy more frequently, like printer ink or coffee beans. Some products were chosen over others because they are likely more susceptible to tariffs. Some of these products have been reviewed by CNET or have been featured in some of our best lists.

Below, we’ll get into more about each individual product, and stick around till the end for a rundown of some other products worth noting.

iPhone 16

The iPhone is the most popular smartphone brand in the US, so this was a clear priority for price tracking. The iPhone has also emerged as a major focal point for conversations about tariffs, given its popularity and its susceptibility to import taxes because of its overseas production, largely in China. Trump has reportedly been fixated on the idea that the iPhone can and should be manufactured in the US, an idea that experts have dismissed as a fantasy. Estimates have also suggested that a US-made iPhone would cost as much as $3,500.

Something to note about this graph: The price listed is the one you’ll see if you buy your phone through a major carrier. If you, say, buy direct from Apple or Best Buy without a carrier involved, you’ll be charged an extra $30, so in some places, you might see the list price of the standard iPhone 16 listed as $830.

Apple’s been taking a few steps to protect its prices in the face of these tariffs, flying in bulk shipments of product before they took effect and planning to move production for the US market from China to India. A new Reuters report found that a staggering 97% of iPhones imported from the latter country, March through May, were bound for the US. This latter move drew the anger of Trump again, threatening the company with a 25% tariff if they didn’t move production to the US, an idea CEO Tim Cook has repeatedly shot down in the past. This came after Trump gave a tariff exemption to electronic devices including smartphones, so the future of that move seems in doubt now.

Apple’s flagship device is still the top-selling smartphone globally, as of Q1 of this year, although new research from the firm Counterpoint suggests that tariff uncertainty will cause the brand’s growth to stall a bit throughout the rest of 2025.

Duracell AA batteries

A lot of the tech products in your home might boast a rechargeable energy source but individual batteries are still an everyday essential and I can tell you from experience that as soon as you forget about them, you’ll be needing to restock. The Duracell AAs we’re tracking are some of the bestselling batteries on Amazon.

Samsung DU7200 TV

Alongside smartphones, televisions are some of the most popular tech products out there, even if they’re an infrequent purchase. This particular product is a popular entry-level 4K TV and was CNET’s pick for best overall budget TV for 2025. Unlike a lot of tech products that have key supply lines in China, Samsung is a South Korean company, so it might have some measure of tariff resistance. This model was most recently listed on Amazon at $421, up from the $400 price tag it’s hovered around for most of the year.

Xbox Series X

Video game software and hardware are a market segment expected to be hit hard by the Trump tariffs. Microsoft’s Xbox is the first console brand to see price hikes — the company cited «market conditions» along with the rising cost of development. Most notably, this included an increase in the price of the flagship Xbox Series X, up from $500 to $600. Numerous Xbox accessories also were affected and the company also said that «certain» games will eventually see a price hike from $70 to $80.

Initially, we were tracking the price of the much more popular Nintendo Switch as a representative of the gaming market. Nintendo has not yet hiked the price of its handheld-console hybrid and stressed that the $450 price tag of the upcoming Switch 2 has not yet been inflated because of tariffs. Sony, meanwhile, has so far only increased prices on its PlayStation hardware in markets outside the US.

AirPods Pro 2

The latest iteration of Apple’s wildly popular true-wireless earbuds are here to represent the headphone market. Much to the chagrin of the audiophiles out there, a quick look at sales charts on Amazon shows you just how much the brand dominates all headphone sales. For most of the year, they’ve hovered around $199, which is a notable savings on its list price of $249.

HP 962 CMY printer ink

This HP printer ink includes cyan, magenta and yellow all in one product and recently saw its price jump from around $72 — where it stayed for most of 2025 — to $80, which is around its highest price over the last five years. We will be keeping tabs to see if this is a long-term change or a brief uptick.

This product replaced Overture PLA Filament for 3D printers in this piece, but we’re still tracking that item.

Anker 10,000-mAh, 30-watt power bank

Anker’s accessories are perennially popular in the tech space and the company has already announced that some of its products will get more expensive as a direct result of tariffs. This specific product has also been featured in some of CNET’s lists of the best portable chargers. 

Bose TV speaker

Soundbars have become important purchases, given the often iffy quality of the speakers built into TVs. While not the biggest or the best offering in the space, the Bose TV Speaker is one of the more affordable soundbar options out there, especially hailing from a brand as popular as Bose. 

Oral-B Pro 1000 electric toothbrush

They might be a lot more expensive than their traditional counterparts but electric toothbrushes remain a popular choice for consumers because of how well they get the job done. I know my dentist won’t let up on how much I need one. This particular Oral-B offering was CNET’s overall choice for the best electric toothbrush for 2025.

Lenovo IdeaPad Flex 5i Chromebook

Lenovo is notable among the big laptop manufacturers for being a Chinese company making its products especially susceptible to Trump’s tariffs.

Starbucks Ground Coffee (28-ounce bag)

Coffee is included in this tracker because of its ubiquity —I’m certainly drinking too much of it these days —and because it’s uniquely susceptible to Trump’s tariff agenda. Famously, coffee beans can only be grown within a certain distance from Earth’s equator, a tropical span largely outside the US and known as the «Coffee Belt.» 

Hawaii is the only part of the US that can produce coffee beans, with data from USAFacts showing that 11.5 million pounds were harvested there in the 2022-23 season — little more than a drop in the mug, as the US consumed 282 times that amount of coffee during that period. Making matters worse, Hawaiian coffee production has declined in the past few years.

All that to say: Americans get almost all of their coffee from overseas, making it one of the most likely products to see price hikes from tariffs.

Other products

As mentioned before, we occasionally swap out products with different ones that undergo notable price shifts. Here are some things no longer featured above, but that we’re still keeping an eye on:

  • Nintendo Switch: The baseline handheld-console hybrid has held steady around $299 most places — including Amazon — since it released in 2017. Whether or not that price will be impacted by tariffs or the impending release of the Switch 2 remains to be seen. This product was replaced above with the Xbox Series X.
  • Overture PLA 3D printer filament: This is a popular choice on Amazon for the material needed to run 3D printers. It has held steady around $15 on Amazon all year. This product was replaced above by the HP 962 printer ink.

Here are some products we also wanted to single out that haven’t been featured with a graph yet:

  • Razer Blade 18 (2025), 5070 Ti edition: The latest revision of Razer’s largest gaming laptop saw a $300 price bump recently, with the base model featured an RTX 5070 Ti graphics card now priced at $3,500 ahead of launch, compared to the $3,200 price announced in February. While Razer has stayed mum about the reasoning, it did previously suspend direct sales to the US as Trump’s tariff plans were ramping up in April.
  • Asus ROG Ally X: The premium version of Asus’s Steam Deck competitor handheld gaming PC recently saw a price hike from $799 to $899, coinciding with the announcement of the company’s upcoming Xbox-branded Ally handhelds.
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