Shawn in the Media
Publication: Wired
Title: Trump’s Tariffs Will Widen the Digital Divide
Publication Date: April 29, 2025
Author: Boone Ashworth
Lower-income consumers will bear the brunt of tech price hikes, DuBravac told Wired, noting that budget devices operate on razor-thin margins. As tariffs inflate costs, affordable tech could disappear, deepening inequality.
“The challenge is that the people buying low-price products are often the ones who are most price-sensitive and are most harmed by this.” —Dr. Shawn DuBravac
“The logic is pretty simple: Lower-priced products compete more heavily on price, which squeezes margins,” DuBravac says. “At the same time, they’re typically produced in higher volumes, and the business model often relies on scale to make up for the thin margins.”—Dr. Shawn DuBravac
“This is kind of a more societal issue that goes beyond manufacturing,” DuBravac says. “Are we exacerbating a digital divide that we don’t need to?”—Dr. Shawn DuBravac
Publication: Yahoo Finance
Title: Copper Costs Are Climbing Due to Tariffs. Here Are 6 Ways You’ll Feel It
Publication Date: April 18, 2025
Author: Kerry Hannon
Rising copper prices plus new tariffs will filter into everything from phones to EVs. DuBravac flagged smartphones as especially vulnerable: expect noticeable price hikes if copper stays expensive.
“Look for phone prices to increase if copper stays high.” — Shawn DuBravac
Publication: USA Today
Title: Buy now or wait? What will Trump tariff impact be on electronics, appliances, phones?
Publication Date: May 2025
Author: Daniel Munoz
Summary:
The article explores how Trump’s newly proposed tariffs—particularly a 145% tariff on Chinese imports—could significantly raise the cost of electronics and appliances in the U.S. over the next year. Experts predict 10–15% price increases on consumer electronics like smartphones and laptops, with household costs potentially rising by $3,800 annually. While retailers currently hold untariffed inventory, prices are expected to climb once new stock is subject to the tariffs.
Quote:
“If you’re in the market for a new video game console, now is definitely the time to buy. If you have a washer or dryer that you think could last another 12 months or 18 months, perhaps you can wait to see how things play out.” — Dr. Shawn DuBravac
Publication: IEEE Spectrum
Title: The Many Ways Tariffs Will Hit Your Electronics
Publication Date: April 16, 2025
Author: Samuel K. Moore
In a five-question interview, DuBravac calculated that tariffs could lift smartphone prices by up to 91 % and spark accelerated supply-chain decoupling from China. He likened supply chains to “living, breathing entities” that constantly re-optimize in response to shocks.
“Supply chains are really designed to be dynamic, adaptive, and resilient. I almost think of supply chains like living, breathing entities. If there is a disruption in one part, it’s like it lurches forward to figure out how to resolve the constraint, how to heal.” — Dr. Shawn DuBravac
“If you were investing in a new factory—especially a modern, cutting-edge, semiautonomous factory—these are long-term investments… you’re not going to make those type of investments in a geography if you’re not sure what the broader situation is.”— Dr. Shawn DuBravac
“As companies try to optimize the cost, they relocate engineering staff to address cost… they’re not going to make the next iteration of product as innovative. It’s hard to measure, but I think that it is a potential negative by-product.”— Dr. Shawn DuBravac
Publication: Consumer Reports
Title: How to Save if Tariffs Raise Prices on Tech and Appliances
Publication Date: April 15, 2025
Author: Allen St. John
Consumer Reports explored money-saving strategies as tariffs loom. DuBravac estimated price jumps of 40–50 % for laptops and smartphones, underscoring why shoppers may need to delay upgrades or hunt for deals.
“For laptops and smartphones, it might be more like 40 to 50 percent.” — Dr. Shawn DuBravac
Publication: Wired
Title: US Tariffs Could Make Smartphones Dumber
Publication Date: April 11, 2025
Author: Boone Ashworth
Tariffs risk pushing tech firms to divert R&D budgets into cost-cutting, potentially stalling innovation. DuBravac questioned whether the US could lose its innovation edge as engineering teams shift focus from new features to shaving pennies.
“As companies shift their engineering teams to focus on cost reductions rather than creating the next best thing, the newest innovation—does that hurt US manufacturers? Are we creating an environment where foreign manufacturers can out innovate US manufacturers because they are not having to allocate engineering resources to cost reduction?” — Dr. Shawn DuBravac
“Rather than focusing on some new AI application, they might want to focus on reengineering this product so that they’re able to shave pennies here and pennies there and reduce production cost,” DuBravac says. “What ends up happening is you say, ‘Ah, you know what? We’re not going to launch that this year. We’re going to wait 12 months. We’re going to wait for the cost to fall.’”— Dr. Shawn DuBravac
Publication: Fierce Electronics
Title: Tariff Shock to Clobber Computer Prices, Freeze Hiring and More
Publication Date: April 9, 2025
Author: Matt Hamblen
With Trump’s total tariff on Chinese imports hitting 104 %, DuBravac forecast steep consumer-price jumps and warned that manufacturers must presume the duties are permanent—forcing tough sourcing and hiring decisions.
“All the electronics industry like a globalized market. They are so reliant on it and it’s for the best of everyone. With the complexity of electronics like a smartphone, it should amaze us every day. It’s all reliant on the best of industry coming together. They get economies of scale. You can make one phone and sell it globally and it and really drive down costs that are passed on to consumers. Electronics makers broadly favor a global marketplace where they can source what they need globally. Yes, there is motivation by US companies to produce in the US for US [buyers] while still sourcing things globally. You want the best image sensors you can get regardless of who built it.”” — Dr. Shawn DuBravac
Publication: WDC News 6
Title: Will the iPhone Really Cost More Than $3K After Trump’s Tariffs Start Tomorrow?
Publication Date: April 8, 2025
Author: WDC News 6 Staff
Summary:
Following President Trump’s announcement of sweeping new tariffs—including a 104% total tariff on goods from China—experts warn that prices for tech products like iPhones and MacBooks could skyrocket. While Apple may absorb some of the increased costs, consumers could still see substantial price hikes. The article outlines the potential pricing impact and offers guidance on whether to purchase now or wait, noting that Apple has already responded with U.S. manufacturing investments and price cuts.
Quote:
“If you aren’t planning to upgrade in the next year, there is no need to rush out to buy a new smartphone. Technology is naturally deflationary, meaning that over time performance goes up and prices generally go down for products of similar quality.” — Dr. Shawn DuBravac
Publication: Communications Daily
Title: IPC: Trump Tariffs Could Raise Smartphone Costs Almost 50 %
Publication Date: April 7, 2025
Author: Comm Daily Notebook
An IPC analysis led by DuBravac found reciprocal tariffs could lift US smartphone prices 48.8 % and slash demand up to 75 %. He emphasized that trade is fundamental to supply-chain resilience, innovation, and competitiveness.
“Reciprocal tariffs have far-reaching consequences beyond just higher prices on finished imported goods … Trade is essential to supply-chain resilience, innovation, and cost competitiveness.” — Dr. Shawn DuBravac
Publication: Yahoo Finance (Video)
Title: Consumer Tech Could See Price Hike “Close to 50 %” From Tariffs
Publication Date: April 4, 2025
Author: Yahoo Finance Live
In a live segment, DuBravac projected tariff-driven price jumps approaching 49 % for smartphones, laptops, and game consoles, warning consumers to brace for “quite significant” cost spikes. LinkedIn
“It isn’t just the consumer electronics products that are manufactured overseas that will drive prices up, but also the increased cost of components will drive up domestically produced products as well.” — Dr. Shawn DuBravac
“It will be impossible to address all of these cost increases… at the end of the day, you will see these price increases pushed further down into the supply chain to the end user.” — Dr. Shawn DuBravac
Publication: CNET
Title: You May Soon Pay More for Apple Devices. Experts Weigh In on Trump’s Tariffs
Publication Date: February 11, 2025
Authors: Tiffany Connors, Dashia Milden
A new 10% tariff imposed by President Trump on Chinese imports could drive up prices for consumer electronics, including Apple devices like iPhones, iPads, MacBooks, and AirPods. As companies weigh whether to absorb costs or pass them on to consumers, experts suggest strategies for buyers, such as considering older models and avoiding panic purchases. While some tech prices may rise, long-term trends in technology pricing could offset immediate concerns.
“If you aren’t planning to upgrade in the next year, there is no need to rush out to buy a new smartphone. Technology is naturally deflationary, meaning that over time performance goes up and prices generally go down for products of similar quality.” – Dr. Shawn DuBravac
Publication: Machine Design
Title: The Shift from Digitization to Datafication in Manufacturing
Publication Date: February 6, 2025
Author: Sharon Spielman
In his keynote at MD&M West, Dr. Shawn DuBravac explored the ongoing transformation in manufacturing, emphasizing the shift from digitization to datafication. He illustrated historical parallels, such as the ice industry’s evolution, to highlight how technological shifts reshape entire sectors. DuBravac also pointed out the massive investment surge in U.S. manufacturing—200% higher than pre-pandemic levels—driven by AI and automation. He emphasized that businesses must embrace AI to enhance efficiency, rethink workforce strategies, and navigate future market demands.
Publication: Bankrate
Title: Struggling with Bad Credit? How the Trump Administration Affects Credit
Publication Date: February 6, 2025
Authors: Jerry Brown, Aylea Wilkins
The article explores how the Trump administration’s policies could impact credit and borrowing costs for Americans. It discusses potential consequences of tariffs, changes to the Consumer Financial Protection Bureau (CFPB), and student loan policies. Additionally, it examines the implications of a proposed cap on credit card interest rates and provides strategies for improving credit scores despite policy changes.
“Capping credit card interest rates could reduce interest expenses but could also cause banks to impose stricter lending criteria, which could have the adverse effect of limiting credit for individuals with low credit scores.” – Dr. Shawn DuBravac
Publication: Design News
Title: How Can AI Position Manufacturing for Future Growth?
Publication Date: February 5, 2025
Author: Spencer Chin
In his keynote at MD&M West, Shawn DuBravac, CEO and President of the Avrio Institute, explored AI’s transformative role in manufacturing. He highlighted historical disruptions—such as the evolution of ice manufacturing—to illustrate how technological advancements continuously reshape industries. DuBravac emphasized that AI will shift manufacturing from digitization to datafication, allowing companies to enhance customization, streamline production, and respond more effectively to customer preferences. He also noted that AI will revolutionize training, leveraging video-based instruction to meet the needs of a workforce raised on digital content.
“You need to service customers now, but also plan to service the customers of the future.” – Dr. Shawn DuBravac
Publication: Eat This, Not That!
Title: 13 Costco Groceries About to Get More Expensive if Tariffs Take Effect
Publication Date: February 4, 2025
Author: Ferozan Mast
As the U.S. considers imposing 25% tariffs on food imports from Canada and Mexico, Costco shoppers may soon face rising grocery prices. The temporary delay in tariffs provides a brief reprieve, but if they take effect, imported goods—including beef, produce, and alcohol—could see price hikes mirroring the tariff rate. Industry experts predict consumers will feel the impact almost immediately as existing inventories run out.
“While importers could absorb part of the tariff, historical evidence suggests most of the tariff burden will be passed on to consumers. Prices are likely to increase close to the tariff rate, meaning a 25% tariff on food imports from Mexico and Canada will likely increase prices for imported goods by a similar margin,” economist Dr. Shawn DuBravac told Food & Wine. “This price adjustment would likely happen in a single step rather than gradually over time, though some lag may occur as existing contracts and inventories deplete.”
Publication: Food & Wine
Title: These Foods Will Likely Get More Expensive After Trump’s Tariffs Take Effect
Publication Date: February 3, 2025
Author: Stacey Leasca
President Donald Trump has implemented sweeping tariffs on goods from Mexico, China, and Canada, significantly affecting food imports to the United States. The tariffs include a 10% tax on Chinese imports and a 25% tariff on goods from Mexico and Canada, with exceptions for Canadian oil, natural gas, and electricity, which are taxed at 10%. The move has already led to retaliatory tariffs from Canada and impending responses from Mexico. Experts warn that these tariffs will raise food prices for American consumers, as costs will likely be passed down through retailers and wholesalers.
Dr. Shawn DuBravac, founder of the Avrio Institute, provided insights into the economic impact of these tariffs:
“First, prices will rise for imports from Mexico and Canada. While importers could absorb part of the tariff, historical evidence suggests most of the tariff burden will be passed on to consumers. Prices are likely to increase close to the tariff rate, meaning a 25% tariff on food imports from Mexico and Canada will likely increase prices for imported goods by a similar margin. This price adjustment would likely happen in a single step rather than gradually over time, though some lag may occur as existing contracts and inventories deplete.”
DuBravac also noted that while U.S. importers may seek alternative sourcing options, switching to new suppliers or shifting to domestic production will take time and could result in even higher costs. He warned that beyond increased consumer prices, the tariffs could lead to “reduced demand and potential job loss,” and weaken economic growth across all three countries.
With tariffs in effect, American shoppers should prepare for higher prices on key imports such as avocados, beer, fresh berries, tomatoes, peppers, wheat, and maple syrup.
Publication: EMS NOW
Title: Electronics Industry Demand Reaches Neutral Ground
Publication Date: February 4, 2025
Author: Jennifer Read
IPC’s January 2025 Global Sentiment of the Electronics Manufacturing Supply Chain Report reveals that demand in the electronics industry returned to 100 in December, marking the boundary between contraction and expansion after four months below this level. While the New Orders and Shipment Indexes both increased by four points, cost pressures remain a significant challenge. The Labor Costs Index held steady, but the Material Costs Index climbed slightly from its all-time low. Additionally, survey results indicate minimal changes in work-from-home policies for 2025, with the most flexibility gains occurring in Europe.
Quote from Shawn DuBravac:
“While 2025 work-from-home policies suggest incremental shifts toward flexibility, particularly in APAC and Europe, these changes are more pronounced for non-factory employees. For factory floor employees, minor increases in hybrid work are anticipated, but on-site roles remain the overwhelming standard, underscoring the rigidity of these positions.”
Publication: Cybernews
Title: Trump’s Tariffs: How They Could Affect Prices of Electronics and Cars
Publication Date: February 3, 2025
Author: Paulius Grinkevičius
Following an executive order signed by President Donald Trump, new tariffs on Canada, Mexico, and China are poised to disrupt various industries, including electronics and automobiles. Initially, the tariffs were set at 25% for Canada and Mexico and 10% for China. However, after negotiations on border security, tariffs on Canada and Mexico were paused. The European Union is also expected to face tariffs soon. These measures have already led to market volatility and raised concerns about price hikes for consumer goods.
“Consumer electronics typically have very small margins. As a result, higher costs cannot be absorbed by retailers, or other companies in the value chain, and must be passed on to consumers,” – Dr. Shawn DuBravac
DuBravac also noted that while some electronics prices might rise immediately, companies will likely seek alternative suppliers in countries not subject to the tariffs. However, establishing and qualifying new suppliers is a time-consuming process.
Publication: Design News
Title: Envisioning the Future of AI in Manufacturing
Publication Date: January 31, 2025
Author: Susan Shepard
At MD&M West 2025, Dr. Shawn DuBravac, futurist and CEO at Avrio Institute, will deliver a keynote on how AI is reshaping the manufacturing industry. He highlights AI’s ability to enable real-time monitoring, reduce waste, and drive efficiency in an industry where margins are razor-thin. DuBravac also emphasizes how AI-powered digital twins will enhance product quality, optimize production, and reduce costs. He believes generative AI will revolutionize how workers interact with equipment, making technical manuals obsolete by integrating conversational AI interfaces.
“AI is very good at making predictions cheap and inexpensive. In some cases, companies will run millions of simulations digitally before they ever go live with it.” – Dr. Shawn DuBravac
Publication: The U.S. Sun
Title: RATE REDUCTION: Consumers warned to ‘aggressively’ take important action as Federal Reserve lowers interest rates by a quarter point
Publication Date: December 18, 2024
Author: Jess Malcolm
The Federal Reserve cut interest rates by a quarter percentage point, bringing its target range down to 4.25%–4.5%, the lowest in two years. This marks the third rate cut of the year, but officials have reduced their forecast for 2025, now expecting only two additional cuts instead of the four previously projected. While inflation remains a concern, resilient consumer spending and strong wage growth continue to drive economic activity.
“The December rate cut will make borrowing cheaper, and [I] urge consumers with high credit card debt to use the opportunity to pay it down ‘more aggressively’.” – Dr. Shawn DuBravac
DuBravac also noted that lower borrowing costs could stimulate spending, making large purchases more attractive. He highlighted strong November retail sales as evidence that current rate settings have not slowed consumer demand, particularly in the auto sector. Looking ahead to 2025, he expects a more cautious approach from policymakers as they weigh inflation concerns and potential economic policy changes under the incoming Trump administration.
Publication: Forbes
Title: Fed Cut Interest Rates, So Why Do Mortgage Rates Keep Climbing?
Publication Date: November 8, 2024
Author: Robert Farrington
In the article, Robert Farrington explores why mortgage rates have remained high despite recent interest rate cuts by the Federal Reserve. He explains how mortgage rates are influenced by factors beyond the federal funds rate, such as bond yields, inflation expectations, and investor sentiment. The piece delves into the impact of the 10-year Treasury yield and risk premiums on mortgage-backed securities (MBS), highlighting why mortgage rates have not responded to rate cuts as expected.
“Mortgage rates are particularly sensitive to the yields on longer-term bonds, especially the 10-year Treasury note. At the same time, 10-year Treasury yields are influenced by Federal Reserve policy and various other factors like inflation expectations, global interest rate differentials, investor sentiment, and overall supply and demand dynamics.” -Dr. Shawn DuBravac
Publication: The Express Tribune
Title: Elon Musk’s Optimus Robots Face Challenges Ahead: Could They Really Arrive in Homes by 2027?
Publication Date: October 12, 2024
Elon Musk’s vision of bringing humanoid robots into households by 2027 has sparked both excitement and skepticism. At an event in Los Angeles, Musk showcased the Tesla Optimus bots, claiming they could handle tasks like mowing lawns, cleaning, and even babysitting. While Musk projected sales could begin by the end of 2025, experts highlighted key challenges related to autonomy, battery life, affordability, and regulatory approval.
Shawn DuBravac, CEO of Avrio Institute, emphasized the technological and societal hurdles that must be overcome before these robots become household staples.
“Optimus can handle simple tasks, but full autonomy for complex household chores is still some time away. Musk’s robots will also need to overcome social, cultural, and regulatory challenges before becoming commonplace in homes.” – Dr. Shawn DuBravac
Publication: New York Post
Title: Here’s When Elon Musk’s Walking, Talking Optimus Robots Could Come to Your House, Experts Say
Publication Date: October 11, 2024
Author: Taylor Herzlich
Elon Musk’s ambitious vision for Tesla’s humanoid Optimus robots has sparked debate over their feasibility and timeline for widespread adoption. While Musk envisions these robots performing household chores, experts believe significant technological and regulatory hurdles remain. The article explores predictions from analysts and robotics specialists on when the bots could become a common sight in homes.
“They can handle simple tasks now, but full autonomy for complex household chores is still some time away,” said Shawn DuBravac, CEO of Avrio Institute. “What makes other household robots, like washing machines and dishwashers, successful is their ability to handle discrete tasks nearly flawlessly every time.”
DuBravac also highlighted regulatory concerns, noting that “Tesla’s bots will likely face regulatory challenges related to data privacy, safety standards, and liability.”
