Tim Cook talks about iPhone pricing in new interview

The prices of the iPhones have obviously been going up last two years. The iPhone X (2017), priced at $999, and the iPhone Xs, Xs Max (2018), priced at $999 and $1099. For people who can’t afford that, Apple has also launched the *cheap* iPhone XR this year, starting at $749.

In an interview with Nikkei Asian Review, Tim Cook explained why the prices of the new iPhones are this high:

“We always thought … that if you provide a lot of innovation and a lot of value, there is a segment of people who are willing to pay for it,” Cook said. “For us, it’s a large enough group of people that we can make a reasonable business out of it.”

“A lot of things you were buying are now so convenient in one [gadget] and it has taken those things so much further than they could have ever ventured as a stand-alone device,” he said. “The role of the iPhone has become much larger in people’s lives.”

For those who are not willing to pay that much for a phone, Apple still sells the iPhone 7 starting at $449, because Apple wants to “serve everyone,” Cook said:

“We want to serve everyone,” Cook said in an interview with Nikkei. “We understand that there is a wide range of what customers are looking for and a wide range of prices that people will pay.”


We can conclude that Apple won’t lower the prices of next-generation iPhones, unfortunately.