It is paid by consumers, not Apple. Other phone companies will raise prices as well to increase their profits, since iPhone prices will set a new high price. When Apple prices goes up 25% other phone companies can increase their prices by 15% and still be competitive to apple.
Actually to make same profit due to lower phone sales Apple may have to raise price even higher than 25% or find other ways to get consumers to pay more. Die hard fans of Apple will buy, whatever the price.
Sarcasm?