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Tariff Impacts Are Real: These 13 Companies Have Confirmed Price Hikes

More and more companies are confirming price hikes as President Trump’s tariffs are poised to take effect — most recently, a popular smart lighting brand.

In many cases and for many products in the US, the biggest impacts of President Donald Trump’s aggressive tariff plans haven’t hit yet — but they could soon, unless the 90-day pause on some rates is extended. Still, numerous companies have already hiked prices or said that they’ll increase 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. About 38% of consumers feel pressured to make certain purchases before tariffs cause their price to go up, according to a recent survey conducted by CNET. About 10% of respondents said they’d already made certain purchases in hopes of avoiding future price hikes, while 27% said they’d delayed purchases of products costing more than $500. Overall, these concerns about prices were felt the most around popular tech pieces such as 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.

One item you won’t find on this list yet? The original Nintendo Switch, which will see a currently unspecified price hike on Aug. 1, but only in Canada for the time being. If that increase makes its way south of the border, we’ll let you know.

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.

Technologies

Microsoft Is Eliminating Passwords in August: Here’s What You Need to Do to Prepare

Microsoft Authenticator has already stopped autofilling passwords, but the biggest change comes next month.

In June, Microsoft Authenticator stopped letting users create new passwords. In July, it turned off the autofill password function. And in August, the login app will stop supporting passwords entirely, moving to more secure passkeys, such as a PIN, fingerprint or facial recognition.

Attila Tomaschek, CNET’s software senior writer and digital security expert, says that passkeys are a safer alternative to the risky password habits practiced by 49% of US adults, according to a recent survey by CNET.

«Passwords can be cracked, whereas passkeys need both the public and the locally stored private key to authenticate users, which can help mitigate risks like falling victim to phishing and brute-force or credential-stuffing attacks,» Tomaschek said.

Using the same password for several accounts or adding personal hints can be a convenient way to remember your login. But that puts you at a big risk for scammers, identity theft and fraud. Here’s more on Microsoft’s plan for eliminating passwords and how to make the switch to passkeys before August.

When will Microsoft Authenticator stop supporting passwords?

Microsoft Authenticator houses your passwords and lets you sign into all your Microsoft accounts using a PIN, facial recognition like Windows Hello, or other biometric data like a fingerprint. Authenticator can be used in other ways, such as verifying you’re logging in if you forgot your password, or using two-factor authentication as an extra layer of security for your accounts. In June, the company stopped letting users add passwords to Authenticator, but here’s a timeline of other changes you can expect from Microsoft.

  • July 2025: You won’t be able to use the autofill password function.
  • August 2025: You’ll no longer be able to use saved passwords.

If you still want to use passwords instead of passkeys, you can store them in Microsoft Edge. However, CNET experts recommend adopting passkeys during this transition. «Passkeys use public key cryptography to authenticate users, rather than relying on users themselves creating their own (often weak or reused) passwords to access their online accounts,» Tomaschek said.

Why are passkeys a better alternative to passwords?

So what exactly is a passkey? It’s a credential created by the Fast Identity Online Alliance that uses biometric data or a PIN to verify your identity and access your account. Think about using your fingerprint or Face ID to log into your account. That’s generally safer than using a password that is easy to guess or susceptible to a phishing attack.

Passkeys aren’t stored on servers like passwords. Instead, they’re stored only on your personal device. More conveniently, this takes the guesswork out of remembering your passwords and the need for a password manager.

How to set up a passkey in Microsoft Authenticator

Microsoft said in a May 1 blog post that it will automatically detect the best passkey to set up and make that your default sign-in option. «If you have a password and ‘one-time code’ set up on your account, we’ll prompt you to sign in with your one-time code instead of your password. After you’re signed in, you’ll be prompted to enroll a passkey. Then the next time you sign in, you’ll be prompted to sign in with your passkey,» according to the blog post.

To set up a new passkey, open your Authenticator app on your phone. Tap on your account and select «Set up a passkey.» You’ll be prompted to log in with your existing credentials. After you’re logged in, you can set up the passkey.

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Technologies

The AI Chatbots We Use Most, and How We Use Them

91% of AI users have a default artificial intelligence assistant they turn to for their AI tasks, a Menlo Ventures report has found.

If you have a particular artificial intelligence tool that you tend to try first every time you’re in need of an AI assist, you’re not alone. According to a new survey, 91% of people who use AI have a favorite chatbot they try first, whether it’s ChatGPT, Gemini, Alexa or something else.

A Menlo Ventures survey of 5,000 adults found that this «default tool dynamic» means most people using AI have chosen a general AI tool they’ll try first for every job, even if it’s not necessarily the best tool for the job.

In the report, ChatGPT is the AI assistant that tops default tools, with 28% of respondents choosing it first. It’s followed by Google’s Gemini at 23%, Meta AI and Amazon’s Alexa, both at 18% and Apple’s Siri at 16%. Other tools including Claude, Grok and Perplexity collectively make up another 33%.

Some of the most common ways people are using these AI tools include composing emails and other writing support, researching topics of interest and managing to-do lists, according to Menlo Ventures.

Some of that, Menlo Ventures says, is «first-mover advantage,» with tools like ChatGPT having built up a following by being the first to offer some chatbot and image-generation features. But, the company warns, «that position is not guaranteed,» with challengers moving fast.

«The consumer market for [large language models] is still nascent and far from saturated,» the report says, «leaving ample room for product innovation to shift market share over time.»

Overall, 61% of Americans have used AI in the last six months and nearly 1 in 5, 19%, rely on it daily, the report says.

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Technologies

This Early Prime Day Deal Lets You Grab AirPods 4 At Their Lowest Price Yet

Apple’s AirPods 4 have dropped to their lowest price of 2025 — but this early Prime Day deal won’t last long.

Prime Day is still a few sunsets away, but Amazon isn’t waiting around. The retailer has already started slashing prices across tons of popular products, including the much-loved AirPods 4 (ANC).

For a limited time, you can snag these for 2025’s best price of just $149. This saves you $30, and you don’t even have to enter any codes or clip any coupons. The catch? We can’t promise that this deal will stick around for much longer.

This is the latest generation of Apple’s earbuds. The Apple AirPods 4 have the same H2 chip found in the AirPods Pro 2, so you can expect great sound quality. They also rock a more compact design with this new generation and offer excellent voice-calling performance. Plus, Spatial Audio support adds a touch of personalization.

Note that this deal is for the ANC (active noise cancellation) model of these earbuds. It comes with a wireless charging case and a speaker that can help you find them using Apple’s Find My tracking service.  

«With a slightly smaller design, improved sound and Apple’s powerful H2 chip features, the Apple AirPods 4 are a worthy upgrade,» said CNET audio expert David Carnoy in his AirPods 4 review. «But what really makes them special is the noise canceling in the step-up ANC model.»

Hey, did you know? CNET Deals texts are free, easy and save you money.

What’s the competition like? You can find out by reading through the best early Prime Day deals on headphones and speakers, where we’ve rounded up all the latest and greatest prices from the likes of Apple, Sony, Beats and many more big names. Just be sure to get your orders in before the deals expire.

Why this deal matters

Apple products rarely go on sale, and when they do, the stock tends to run out before the deal window closes. Combine that with AirPods 4 being Apple’s latest AirPods and this discount being the year’s all-time low price — you have a nice offer in your hands.

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