Many smaller countries’ exports have faced 10 percent tariffs since the president first announced, then suspended, an initial wave of policies in April. Others have staved off eye-watering rates after brokering deals with the United States that set their tariffs generally between 15 and 20 percent.

The twists and turns in U.S. President Donald Trump's tariff policies have not only roiled global financial markets but also taken investors on a roller-coaster ride. Adding to the uncertainty are tariff-related legal challenges and Trump's assertion that he will hammer out bilateral deals with trade partners.

That’s not to say tariffs won’t hurt; CEO Tim Cook said tariffs will likely cost the company $1.1 billion this quarter. But analysts say Apple has bigger concerns, such as its future product strategy and approach to artificial intelligence, a burgeoning field that the tech behemoth is perceived to be behind in.