President Donald Trump is once again turning to tariffs as leverage, this time targeting two major American companies: Apple and Mattel. Over the past month, Trump has publicly threatened to impose steep import taxes on both firms in response to statements made by their chief executives.
Trump’s comments appear aimed at pressuring the companies into aligning more closely with his economic agenda. Apple drew his ire after CEO Tim Cook announced plans to shift iPhone production from China to India. In a Truth Social post, Trump warned that iPhones not made in the U.S. would face a 25% tariff. He later said such a levy would apply broadly to all smartphone imports, not just Apple’s, citing fairness.
Trade analysts argue such company-specific threats are legally dubious. A U.S. Court of International Trade ruling this week questioned the president’s authority to issue tariffs without congressional approval, though the decision was paused by an appeals court. Still, Trump could potentially rely on Section 232 of trade law, which allows tariffs on imports tied to national security risks — a route previously used for steel and autos.
But experts say the real intent behind the threats is less about following through and more about forcing companies to make public commitments, such as pledging new U.S. investments or avoiding public blame of tariffs for price hikes.
“He doesn’t have the constitutional power to name names,” said Lizbeth Levinson, a trade lawyer. “It has to be a whole class of products, equally against everyone in industry.”
Mattel found itself in the crosshairs after CEO Ynon Kreiz remarked that tariffs could raise toy prices. Trump responded with a threat to slap a 100% tariff on all imported toys, specifically calling out Kreiz. While Trump hasn’t acted on that warning, the tactic mirrors his approach with Apple.
Analysts note the unlikelihood of Mattel being tied to national security, which would make a legal justification for tariffs more difficult. Nonetheless, the underlying strategy remains clear.
“This is Trump’s playbook,” Levinson said. “Make the threat, stir a reaction, and walk away with a win — even if it never becomes law.”
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