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Tim Cook: Apple aims to "serve everyone" with new iPhones
The Apple iPhone range kicks off at a respectable $449. However, if consumers wish to get their hands on one of the latest iPhone X-inspired models, the prices range between $749 and $1,449 in the US. Try and purchase one of Apple’s latest devices in Europe, though, and the minimum turns into $1000 and the maximum edges closer to the $2,000 mark.
But following yesterday’s announcements, in an interview with Nikkei, Apple CEO Tim Cook addressed Apple’s rather steep iPhone prices and also explained the thought process behind releasing the new iPhone XS Max and the iPhone XR.
According to CEO Tim Cook, Apple understands that there is “a wide range of prices that people will pay.” However, its end goal is to “serve everyone,” something that is achieved by offering the iPhone 7 to consumers at $449 and last year’s iPhone 8 line at $599. However, the company does also acknowledge that certain customers wish to access iPhone X features at lower price points, which is where the iPhone XR comes in. Although its features may not be on par entirely with the new iPhone XS, the smartphone still includes the same A12 Bionic chip and all-screen design. Additionally, in the hope of attracting even more customers, the smartphone is available in a wider range of colors.
In regards to the existence of the iPhone XS, it seems the main driving force behind its creation, and that of the original iPhone X is innovation. According to the CEO, there is a “large enough group of people” that Apple can make a business out of that “are willing to pay” for this innovation and the product value that comes with it. Likewise, the iPhone XS Max is aimed at people within that same segment that simply wanted a larger device.
On one final note about the iPhone, Apple’s CEO stated that “the role of the iPhone has become much larger in people’s lives” over the past decade and, seemingly, this is why existing customers are willing to pay higher prices for Apple’s latest devices, be it the new iPhones or any of the company’s other products such as the Apple Watch or iPad.
