Techbest – Top Tech Reviews In Australia
The best in Australian gadgets and technology
Up to the minute startups, gadgets, and technology news from Australia.
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Prepare yourselves, Melbourne! The Melbourne International EV AutoShow (MIEVS) is set for its third thrilling year, showcasing a vast array of the most recent innovations in electric mobility. Following an astonishing event in Sydney, Future Drive AutoShows is bringing the excitement back to the Melbourne Convention & Exhibition Centre from June 27th to 29th.
This is your opportunity to get an up-close look at over 100 electric vehicles all in one location, comprising battery electric vehicles (BEVs), plug-in hybrids (PHEVs), and classic hybrids. Anticipate seeing state-of-the-art models from manufacturers like Xpeng, Polestar, Leapmotor, Farizon, and SMART, along with showstoppers like the Ferrari 296 GTB, Ferrari SF90, and the previously unseen-in-Australia Rolls-Royce Spectre.
Numerous new models are confirmed for their premiere in Melbourne, offering attendees a first glance at some eagerly awaited vehicles. Watch for the Xpeng G6, Audi Q4 e-tron, Audi Q6 e-tron, the commercial Farizon SV van and F1E small truck, Leapmotor C10, Smart #1, Smart #3, KIA EV3, and the stylish Polestar 4. Sustainable Vehicle Solutions will also present the remarkable Ford F-150 electric.
The event will also be an excellent chance for prospective buyers to take the wheel of several EVs, with free test drives offered onsite.
Investigate a variety of financing options that encompass leasing, funding, and an array of charging solutions, from affordable home units to new ultra-fast chargers.
“Future Drive takes pride in returning the show to Melbourne. With increasing government backing and new incentives driving EV adoption, now is the perfect time for both individuals and businesses to discover the advantages of switching to cleaner, more intelligent transport.”
Ray Evans, CEO of Future Drive AutoShows
With the constant challenge of living expenses, transitioning to an electric vehicle is increasingly appearing to be a savvy financial decision. Many popular EV models are currently priced between A$29,990 and A$58,900, making them a more reachable option for Australian households and enterprises.
“For numerous electric vehicle owners, it is now feasible to fully charge your vehicle for under $5 and conveniently at home. With your EV purchase, you now have the option to acquire a charger together with the vehicle, or other charging solutions can now be installed at home for as low as A$500, saving you time and costs.”
Riz Akhtar, founder of EV data company carloop
There’s also increasing enthusiasm around Vehicle-to-Grid (V2G) and Vehicle-to-Home (V2H) technology, especially with over 4 million Australians now benefiting from rooftop solar. The recent statement by Minister for Climate Change and Energy Chris Bowen regarding new standards for V2H and V2G charging indicates that EV owners will soon be able to power their homes and potentially sell excess energy back to the grid.
Government programs are making the EV offer even more appealing, with Victoria targeting half of all light vehicles to be zero-emission by 2030. On a national level, a A$2.3 billion investment for home batteries and fringe benefit tax deductions for leased vehicles are enhancing the green transition’s attractiveness.
The event will also host a main stage with daily presentations and panel discussions featuring EV experts, industry leaders, and influencers. Anticipate insights from notable personalities such as Andy Larmour of KPMG, Jason Clarke of TrueEV, Scott Maynard of Polestar Australia, and Emma Sutcliffe of EV FireSafe, addressing everything from tax implications to charging infrastructure and battery safety.
Beyond the vehicles and tech discussions, there will be interactive product exhibits, live EV demonstrations, and even an electric go-kart track for family enjoyment.
For additional details, visit futuredriveauto.au.
The Melbourne International EV AutoShow is returning, featuring over 100 electric vehicles, including newly unveiled models and complimentary test drives, with an emphasis on financing, charging solutions, and government incentives. Attendees can look forward to engaging discussions and interactive displays.
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Cricket Australia has collaborated with Aussie Broadband to transform its connectivity framework. This initiative designates Aussie Broadband as the official telecommunications collaborator, guaranteeing uninterrupted communication across Cricket Australia’s locations throughout the country.
The collaboration includes the implementation of fibre-optic services and Fortinet SD-WAN technology, which is set to improve connectivity. In addition, Microsoft Teams Calling will be integrated to promote effective communication among the workforce and with external partners.
As stated by Brian Maher, the group chief executive of Aussie Broadband, the technological solutions offered will guarantee secure and dependable broadband services. This is vital for the efficient communication needed by Cricket Australia’s diverse and expansive operations.
Cricket Australia’s recent collaboration with Aussie Broadband signifies a major advance in enhancing their telecommunications framework. With the deployment of SD-WAN and Teams Calling, the organization pledges improved connectivity and communication throughout all its operations.
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Hisense has introduced its 2025 home theater collection, showcasing an array of Laser TVs and Laser Projection systems designed to enhance home entertainment experiences. A highlight of this lineup is the C2 Ultra 4K TriChroma Laser Mini Projector, which features an impressive array of specifications despite its compact design.
Hisense promotes its new C2 and C2 Ultra 4K TriChroma Laser Mini Projectors as compact yet powerful solutions for home cinema. These devices leverage Hisense’s LPU Digital Laser Engine and AI to adapt picture and sound to your specific environment.
The C2 and C2 Ultra come equipped with a flexible gimbal mechanism, allowing for 360° horizontal and 135° vertical movements, ensuring flawless projection on unconventional surfaces.
Thanks to TriChroma technology, these projectors deliver cinema-quality visuals, with support for IMAX Enhanced and Dolby Vision. The C2 Ultra achieves 3,000 ANSI lumens, covering 110% of the BT.2020 color spectrum.
The C2 Ultra features improvements such as a built-in subwoofer and optical zoom ability, adding flexibility in projector placement and exceptional sound for gaming and movies.
For those wanting a powerful home cinema setup, the L9Q TriChroma Laser TV offers a 120-inch ALR display that adapts to various spatial needs.
The L9Q delivers an impressive 4,000 ANSI lumens of brightness, ranking it as Hisense’s brightest laser model to date, producing vibrant images even in well-lit environments.
With a groundbreaking 0.18 ultra-short throw lens, the L9Q requires minimal distance from the wall, making it perfect for contemporary Australian homes.
Utilizing a .47SST architecture chip, the L9Q guarantees 1,000 nits of brightness with accurate color correction for realistic visuals.
Featuring Harman Kardon speakers and a ‘Designed for Xbox’ credential, the L9Q provides an engaging audiovisual gaming experience.
Hisense’s 2025 lineup is set to enhance home entertainment with state-of-the-art Laser TVs and projectors. With offerings like the C2 Ultra and L9Q, Hisense caters to enthusiasts seeking high-quality, immersive cinematic experiences in their homes.
The C2 Ultra’s key feature is its ability to project images up to 300 inches utilizing advanced TriChroma color technology.
The C2 Ultra is ‘Designed for Xbox’, guaranteeing a seamless plug-and-play setup for gamers.
The L9Q is equipped with an ultra-short throw lens, allowing for large image projection from a very short distance, perfect for limited-space settings.
In Australia, the C2 Ultra is priced at $4,499.00 AUD, appealing to users seeking premium home cinema products.
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Telstra is poised to reshape its connectivity offerings in the next five years through its ‘Connected Future 30’ strategy. Shifting away from conventional ‘best effort’ services, Telstra plans to provide personalised connectivity solutions tailored to distinct customer needs. This new methodology aims to deliver more advanced and adaptable connectivity options, reflecting the shifting demands of users.
Central to Telstra’s new approach is the ‘Network as a Service’ concept. This initiative focuses on transforming how value is derived from Telstra’s network by permitting users to prioritise certain network features such as security, speed, and latency. Vicki Brady, Telstra’s CEO, underscored that customer requirements are continuously evolving, which calls for a more customised connectivity strategy.
With the new strategy, customers will have the capability to tailor their connectivity plans by selecting the network features that are most vital to them. This might involve prioritising download speeds for streaming, ensuring reliable upload speeds for video conferencing, or enhancing security for critical business activities. By providing these tailored options, Telstra seeks to offer a more compelling value proposition for its premium plans.
A crucial aspect of Telstra’s strategy is the investment in virtual and software-defined network capabilities. This evolution will allow Telstra to provide differentiated services and challenge traditional business models. The adaptability afforded by software-defined networks will enable Telstra to design offerings that are better aligned with customer desires and improve return-on-investment.
Telstra’s shift towards personalised connectivity services will require modifications to its pricing strategies. Chief Financial Officer Michael Ackland pointed out the necessity for new financial models to accurately price the diverse array of network attributes that customers might request. As the network’s complexity increases, comprehending the financial implications of delivering specific services will be essential for Telstra’s financial approach.
Telstra’s ‘Connected Future 30’ strategy represents a major transition in how the telecom provider delivers connectivity services. By concentrating on customised options and investing in state-of-the-art network technologies, Telstra aims to cater to the diverse demands of its customers while ensuring sustainable business returns. This transformation will entail the development of new financial models and a deeper understanding of the costs and values related to network attributes.
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ANZ Banking Group is adopting a progressive stance towards artificial intelligence (AI) by exploring agentic AI—AI systems with the ability to make autonomous decisions and execute tasks—to reshape bankers’ workflows. At a recent Agentforce Financial Services Summit, Gerard Florian, Group Executive for Technology at ANZ, emphasized the objective of eradicating inefficiencies and freeing up time for both bankers and engineers.
“There’s an abundance of wasted time, whether it’s an engineer or a relationship manager. Everyone encounters these inefficiencies in their current roles,” Florian stated. Agentic AI has the potential to transform functions such as meeting preparations, follow-ups, and customer engagements—critical areas where human employees often experience productivity challenges.
ANZ’s digital initiative, ANZ Plus, has yielded significant improvements. According to Florian, the platform has facilitated a quintuple increase in the speed of feature delivery to clients. Additionally, the costs related to customer acquisition and service have fallen by more than 30%—a clear reflection of the effectiveness of the platform-oriented methodology.
These advancements arise from the “platform mindset” of ANZ Plus, which allows for modular, scalable, and agile development methodologies. This framework is now being further developed with intelligent automation through agentic AI, aiming to streamline operations and elevate customer satisfaction.
ANZ’s venture into AI commenced in early 2023 with the sanctioned use of generative AI for software code testing. However, the bank swiftly acknowledged the broader capabilities of AI beyond mere automation.
“We aim to sidestep numerous small AI experiments that fail to scale,” Florian clarified. Instead, ANZ concentrates on grasping entirety of business processes—encompassing loan approvals, customer onboarding, and hiring. This comprehensive perspective aids in pinpointing where AI, whether traditional machine learning, generative AI, or agentic AI, can deliver optimal value.
The rapid rise of ChatGPT in late 2022 spurred ANZ to intensify its AI adoption efforts. Rather than opposing the transition, ANZ welcomed it by establishing an AI Immersion Centre in partnership with Microsoft. The aim of this program is to enhance the AI skills of leaders and teams throughout the bank.
Now, over a year into this initiative, ANZ has equipped more than 2000 employees across its facilities in Melbourne, New Zealand, and India. These trained leaders are now disseminating their knowledge among their teams, generating a “flywheel effect” that is expediting AI integration throughout the organization.
“We’re fostering a balanced dialogue—recognizing the opportunities while remaining aware of the risks,” Florian remarked. This cultural transition is vital for what he envisions as “potentially the most significant transformation program we will all undergo in the coming years.”
ANZ is positioning itself as a leader in AI innovation within the Australian banking landscape by investigating agentic AI to boost productivity, lower costs, and provide quicker outcomes for customers. Through strategic efforts such as ANZ Plus, AI immersion training, and a comprehensive approach to process enhancement, the bank is setting the stage for a future driven by intelligent automation. By nurturing a culture of education and responsible innovation, ANZ is not only riding the AI wave—it’s actively contributing to its evolution.
Agentic AI refers to AI systems capable of independently undertaking complex tasks and making decisions. ANZ is implementing this technology to enhance banker productivity by automating routine processes such as meeting preparation and follow-ups, enabling employees to concentrate on higher-value tasks.
ANZ Plus has facilitated a fivefold rise in feature delivery speed and has decreased costs related to customer acquisition and service by over 30%. This has been accomplished through a modular, scalable digital platform strategy.
Rather than pursuing standalone projects, ANZ concentrates on comprehensively understanding business processes to identify where AI can be most impactful. This strategy helps guarantee that AI solutions are scalable and aligned with overall business objectives.
The AI Immersion Centre is an educational initiative created in collaboration with Microsoft to promote AI integration across ANZ. It has trained over 2000 individuals throughout Australia, New Zealand, and India, including leadership teams who are imparting their expertise to wider teams.
ANZ is cultivating an informed discussion surrounding AI by training teams on both opportunities and risks. By incorporating responsible AI practices and emphasizing defined processes, the bank aims to mitigate unintended consequences.
Microsoft plays an essential role in ANZ’s AI trajectory, having assisted in the establishment of the AI Immersion Centre. The partnership offers technological support and training resources to facilitate responsible AI scaling throughout the organization.
ANZ intends to further broaden its application of agentic and generative AI across diverse banking functionalities. The focus will continue to be on strategic implementation, staff training, and using AI to enhance customer experience and operational effectiveness.
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The Australian Energy Market Commission (AEMC) is preparing new electricity regulations to tackle the rising power requirements of data centres that are expanding due to advancements in artificial intelligence (AI). Chair Anna Collyer of the AEMC notes that new facilities may consume power equivalent to that of a small city, leading to challenges for national grid stability.
The AEMC’s regulatory initiative is in direct response to an incident in the United States where, during a grid disturbance in 2023, 60 data centres collectively using 1,500 megawatts disconnected from the grid at once. This disconnection heightened grid instability, requiring manual reconnections and revealing weaknesses in the integration of data centres with national energy systems.
Following investigations, a prevalent design flaw was identified: a protection system that caused automatic disconnections after a set number of faults occurred in a brief timeframe. Importantly, the system operator was unaware of this feature, highlighting the need for improved communication and transparency between data centres and grid operators.
Projections for late 2023 indicate Australia may witness the establishment of data centres with capacities between 100MW and 600MW. These centres are crucial for powering AI applications, cloud services, and digital operations, yet their size also constitutes a substantial risk during power system disruptions.
The AEMC cautions that even a single major data centre disconnecting unexpectedly during a frequency event could jeopardize the national grid, exacerbating outages and threatening widespread disturbances in the electricity network. Consequently, the commission is seeking input on proposed regulations that will ensure data centres are grid-compatible and resilient during such incidents.
The draft regulations by the AEMC seek to mandate that data centres:
These initiatives aim to ascertain that data centres facilitate, rather than obstruct, Australia’s transition toward a more digital and decentralized energy landscape.
Australia is experiencing a surge in digital infrastructure, fueled by AI, cloud services, and big data analytics, all necessitating robust computing facilities. However, absent proactive updates to energy policy, this expansion might exceed the resilience capacity of the national grid.
The AEMC’s efforts signify a broader dedication to harmonizing innovation with reliability. As AI continues to transform sectors from healthcare to finance, ensuring that the foundation of this digital transformation—our data centres—can operate alongside a stable power supply is imperative.
As Australia moves towards a future energized by artificial intelligence and digital services, the AEMC is taking measures to guarantee the country’s power grid is equipped to manage the surge in energy needs from extensive data centres. With insights gained from the US, new regulations are being formulated to avoid simultaneous disconnections in times of grid disturbances, encourage transparency, and sustain energy stability. These initiatives are essential for protecting both the digital economy and the electric system supporting it.
The AEMC aims to ensure that the rising number of high-capacity data centres—spurred by AI demand—does not compromise the stability of the power grid during disturbances. The regulations seek to avert widespread automatic disconnections that could exacerbate outages.
In 2023, 60 data centres in Virginia were disconnected from the grid during a disturbance, consuming 1,500MW and worsening grid instability. This incident highlighted a coordination gap between data centres and electricity system operators.
Several Australian data centres in planning are expected to use between 100MW and 600MW, comparable to the power needs of a small city.
Large data centres could destabilize the grid if they disconnect suddenly during high-frequency events, potentially leading to cascading outages and endangering the national electricity supply.
The AEMC is likely to mandate data centres to disclose their protective systems, eliminate auto-disconnect features that trigger on minor faults, and collaborate with energy operators to maintain grid-friendly conditions.
These regulations may raise compliance costs but could yield long-term benefits by guaranteeing reliable electricity for digital operations, thus fostering sustainable growth in the AI and data sectors.
While the emphasis is on newly built facilities, existing data centres may need to assess and potentially revise their systems if their operations endanger grid stability under the updated framework.
Stakeholders are invited to take part in the AEMC consultation available on the official website or through industry associations. This feedback will be instrumental in shaping the final regulations.
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Google’s latest advancement in creative AI, Veo 3, is now accessible in 71 countries — including Australia — empowering creators with state-of-the-art AI video production capabilities. The highlight? Veo 3 not only animates visuals but also creates high-quality, synchronised audio comprising voice, music, and environmental sounds, all generated from a single text input.
The era of silent AI-generated videos has come to an end. Veo 3 marks a significant advancement by embedding audio directly into the video creation process. Creators can now weave captivating narratives with dialogue that is lip-synced, background sounds such as lively urban noises, or tailor-made music that complements the scene’s atmosphere and narrative tone.
This breakthrough is particularly advantageous for content creators, educators, and filmmakers who wish to prototype or brainstorm swiftly without the need for separate voice recordings or sound effects.
Veo 3 features sophisticated camera simulation capabilities, enabling users to incorporate dynamic zooms, pans, dolly moves, and more. These cinematic tools empower inexperienced users to produce videos that appear professional — no film school necessary.
This paves the way for fresh creative opportunities for YouTubers, TikTok creators, indie filmmakers, and marketers seeking high production values without steep costs.
A prevalent issue with previous AI video generators was visual inconsistency. Characters might alter their appearance, or objects could change between frames. Veo 3 resolves this challenge by ensuring visual consistency throughout entire clips, even when reference images are employed. This leads to a more fluid and cohesive storytelling experience.
Veo 3 accommodates iterative editing through adjustments to prompts. Users can alter tone, visual aesthetics, or even the positioning of objects by fine-tuning their input. It also enables personalisation — allowing users to use their own voice, face, and body as references for character animation or to eliminate unwanted components.
These functionalities provide a degree of customisation typically reserved for professional post-production software, now entirely powered by AI.
Veo 3 is available for Gemini Pro and Ultra subscribers. While mobile access is still in the works, both subscription levels can engage with the tool on desktop through Flow. Pro users receive 10 generations each month, whereas Ultra subscribers benefit from an increased allowance of 125 generations per month.
Each generation consumes 100 AI credits and produces two variants by default. Additional credits are presently available only to US-based Ultra users at a considerable cost — $10 for 1,000 credits.
In a hands-on test, a prompt depicting a futuristic cityscape with a neon-haired character strolling through a holographic street yielded a visually breathtaking 10-second video clip. The video exhibited lifelike lighting, smooth camera movement, city background sounds, and a character that distinctly stated, “This city never sleeps.”
The generation process was rapid — occurring in seconds — and allowed for 720p downloads immediately. Upscaling to 1080p took a few minutes, indicating potential for those requiring high-resolution output for professional purposes.
Tom Hume, Director of Product Management at Google DeepMind, referred to Veo 3 as a “game-changer,” highlighting its ability to lower the barriers to professional-grade video creation by synchronising audio and visuals in a unified generation process.
Veo 3 is redefining standards in AI-driven creativity. By merging realistic visuals with authentic audio — all derived from a text prompt — it empowers Australian creators to generate cinematic content with ease. Whether you are a content creator, educator, or entrepreneur, this tool provides an accessible and potent means to realise your ideas. As the technology progresses, anticipate broader language inclusion and more intuitive controls. For the time being, Veo 3 offers a fascinating preview into the future of storytelling guided by artificial intelligence.
Veo 3 is Google’s newest AI video generator that incorporates synchronised audio — including dialogue, environmental sounds, and music — into videos created from text prompts. Unlike earlier versions, it provides lip-synced speech and cinematic camera motions, enhancing realism and immersion in the content.
Australian users can engage with Veo 3 via the Flow interface with a Gemini Pro or Ultra subscription. After signing in, users can input prompts and directly generate videos from the platform.
You can produce short films, promotional videos, teaching materials, social media content, and more. Veo 3 accommodates a wide variety of genres and styles, featuring tools for lip-syncing, object consistency, and cinematic narrative techniques.
At present, Veo 3 only generates audio in English. Furthermore, AI credit purchases are restricted to US Ultra subscribers. Some users might initially find the Flow interface challenging, and 1080p exports might require several minutes.
Gemini Pro users are entitled to 10 generations each month, while Gemini Ultra subscribers receive 125. Each generation utilizes 100 AI credits and produces two video variants.
Yes. Veo 3 allows referencing your own voice, face, or body for character animation or to personalise video content. This is ideal for crafting avatars or branded material with a unique touch.
Definitely. With capabilities for cinematic camera controls, uniform visuals, and synchronised audio, Veo 3 is appropriate for professional uses in advertising, media production, and education. However, longer render times for higher resolution outputs and credit limitations should be considered in production plans.
Head to gemini.google or flow.google and log in with a Gemini Pro or Ultra account to begin utilizing Veo 3.
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Amazon has commenced testing an innovative feature that utilizes artificial intelligence to create concise audio summaries for products listed on its platform. This advancement is designed to deliver a more engaging and accessible shopping experience, allowing customers to listen to important product highlights prior to making a purchasing choice.
The AI-driven audio summaries aim to provide succinct overviews of products by collating information from product descriptions, authentic customer reviews, and related online materials. These summaries can be accessed through a “Hear the highlights” button in the Amazon mobile application. Presently, this feature is in trial phase with a limited group of users in the United States, with an extensive rollout anticipated in the near future.
By allowing customers to listen rather than read, Amazon seeks to accommodate users who are visually impaired or who favor audio content. It additionally offers a hands-free option for busy shoppers who might be engaged in multiple tasks. This strategy corresponds with the increasing demand for more user-friendly and accessible digital experiences.
The audio summaries form a segment of Amazon’s extensive AI integration strategy, which encompasses recent improvements to Alexa+, its AI-powered voice assistant. The enterprise has also rolled out Rufus, an AI shopping assistant that addresses customer inquiries, as well as Shopping Guides, which assist users in locating relevant products according to their requirements and preferences.
Alexa+ signifies Amazon’s transition towards a more conversational and contextually aware AI experience, employing large language models for enhanced and personalized interactions. With Alexa+ and the introduction of AI audio summaries, Amazon continues to reinforce its status as a frontrunner in retail technology augmented by AI.
Amazon’s recent initiative is part of a broader pattern among technological giants capitalizing on generative AI. OpenAI has recently advanced ChatGPT with sophisticated web browsing and shopping features, including tailored product recommendations with visuals and purchase links. Concurrently, firms like Google and Meta are deploying AI functionalities that range from virtual shopping assistants to AI-generated social media content across their platforms.
Although the trial is presently limited to US users, successful innovations typically make their way to the Australian market shortly thereafter. If successful, AI-generated audio summaries could soon become a common feature on Amazon Australia, thereby enhancing the shopping experience for consumers in the region. With increasing enthusiasm for AI-driven solutions, Australian retailers may also implement similar features to remain competitive in the e-commerce landscape.
Amazon’s experiment with AI-generated audio summaries signifies another significant advancement in e-commerce innovation. By merging convenience, accessibility, and AI-driven personalization, the feature is set to transform how customers interact with online shopping services. As Amazon and other technology giants persist in investing in generative AI, the future of retail is becoming ever more intelligent—and audible.
These are brief audio overviews of product pages produced using artificial intelligence. They condense product descriptions, customer feedback, and pertinent online data into an easy-to-listen format accessible via the Amazon app.
Users can click the “Hear the highlights” button on selected product pages within the Amazon shopping application. This prompts a quick audio playback that summarizes vital product information.
At present, the feature is being trialed with a limited number of users in the United States. While there’s no confirmed timeline for expansion to Australia, Amazon typically extends successful features to other markets, including Australia, shortly after US evaluations.
The intention is to enhance accessibility, improve user convenience, and create a more engaging shopping experience. It also corresponds with a broader trend toward voice-first and AI-driven engagement in e-commerce.
The audio feature augments Amazon’s existing AI tools like Alexa+, Rufus, and Shopping Guides. It is part of a larger initiative to leverage generative AI to foster more intelligent and personalized customer experiences.
OpenAI has upgraded ChatGPT with shopping functionalities. Google and Meta are also launching AI-enhanced features such as intelligent shopping assistants, AI-generated content, and tailored ad targeting using generative AI.
Indeed, AI-generated audio summaries can greatly assist users with visual impairments or learning disabilities by offering an auditory alternative to reading product information.
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Former President Donald Trump has once again captured headlines by issuing a direct ultimatum to Apple Inc., stating that all iPhones sold in the United States must be manufactured domestically or incur a hefty 25% import tariff. This declaration, made through social media on May 23, 2025, adds weight to Trump’s ongoing effort to bring manufacturing jobs back to American soil.
Apple has been diversifying its manufacturing operations, especially amidst increasing tensions between the U.S. and China and supply chain interruptions due to the COVID-19 pandemic. The tech giant has begun shifting part of its iPhone production from China to India by collaborating with partners like Foxconn and Pegatron. However, this transition now contradicts Trump’s call for U.S.-based manufacturing.
India has rapidly emerged as a pivotal location for Apple’s manufacturing efforts outside of China. According to Bloomberg, Apple amplified its iPhone production in India in 2023, producing more than $7 billion worth of devices. This strategy has been perceived as both a safeguard against geopolitical risks and a means of cutting costs.
Nevertheless, Trump’s recent remarks pose a threat to these strategic developments. The former president expressed:
“I have long ago informed Tim Cook of Apple that I expect their iPhones that will be sold in the United States of America will be manufactured and built in the United States, not India, or anyplace else. If that is not the case, a Tariff of at least 25% must be paid by Apple to the U.S.”
Despite Apple’s substantial financial capabilities, producing iPhones within the U.S. presents a significant challenge. Essential components like semiconductors, sensors, and high-tech display panels are predominantly manufactured in Asia, especially in Taiwan, South Korea, and China. The U.S. lacks the specialized infrastructure necessary for efficient assembly of these components on a large scale.
Manufacturing iPhones in the United States would bring about considerably higher labor costs. A Brookings Institution report indicates that U.S. manufacturing wages far exceed those in India or China. Should Apple transfer all production to the U.S., the retail price of an iPhone might soar by several hundred dollars, potentially steering consumers towards more affordable Android options.
One possible solution for Apple could be to assemble final units in the U.S. while obtaining components from abroad. It remains uncertain, however, whether this approach would meet Trump’s tariff requirements. Apple CEO Tim Cook, recognized for his diplomatic skills and connections with political figures, may attempt to negotiate a reduced tariff or a gradual manufacturing plan.
If the 25% tariff is implemented, Apple might transfer the extra costs to U.S. consumers. Given current iPhone sales data, the U.S. constitutes roughly 27% of the global iPhone market. A drastic price increase could dampen demand and create opportunities for Android manufacturers such as Samsung, Google, and OnePlus to gain market share.
Trump’s latest warning is part of a wider trend of trade protectionism that has characterized his political agenda. From tariffs on steel to limitations on Chinese tech enterprises, Trump has consistently advocated for local production. However, critics argue that such policies often overlook the complexities and interdependencies inherent in global supply chains.
At this time, Apple has not publicly addressed the tariff threat. Analysts predict that private discussions will occur among Apple executives and governmental representatives. The next few months will reveal whether Trump’s ultimatum gains momentum or dissipates under political and economic strains.
Trump’s recent ultimatum presents a challenging scenario for Apple, compelling the company to navigate between economic viability and political compliance. A 25% tariff on iPhones not manufactured in the U.S. could profoundly affect Apple’s pricing, supply chain logistics, and consumer behavior in the U.S. As this situation unfolds, it may create precedence for how multinational corporations manage the intersection of global operations and nationalist economic policies.
Trump aims to boost domestic manufacturing by punishing businesses that produce abroad. Apple, with its extensive operations in Asia, is a prominent example of the offshoring trend Trump seeks to counter.
Not without difficulty. The U.S. lacks the advanced manufacturing infrastructure essential for high-volume smartphone assembly. Establishing these capabilities would require years and substantial investment, making it an impractical short-term solution.
Prices would likely rise considerably due to soaring labor and operational costs. Analysts predict that moving production to the U.S. could increase the retail price of an iPhone by $100–$200.
Yes. Apple is transitioning assembly to countries like India and Vietnam to diversify its supply chain and lessen dependence on China amidst geopolitical tensions.
Approximately 60 million iPhones are sold annually in the U.S., representing over a quarter of Apple’s total global sales.
Yes. Should iPhones become pricier due to tariffs or U.S. production expenses, Android devices—many of which are more affordably priced—could increase their market presence in the U.S.
As of this publication, Apple has yet to release an official comment regarding Trump’s statements. However, private conversations with U.S. decision-makers are likely ongoing.
Yes. Tariff regulations can be adjusted with changes in administration. Apple might be counting on a political shift that could lessen the pressure to domesticize manufacturing.
