Tim Cook on iPhone Pricing: 'We Want to Serve Everyone'

Tim Cook on iPhone Pricing: 'We Want to Serve Everyone'

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Apple CEO Tim Cook addressed the pricing of its new iPhones in an interview with Nikkei.

Yesterday, Apple announced a new iPhone XR with a starting price of $750, an updated iPhone XS with a starting price of $999 and a new iPhone XS Max which starts at $1099 but costs whopping $1449 with 512GB of RAM.

"We want to serve everyone," Cook said. "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 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."

Cook justifies the higher prices of Apple's new iPhones by pointing to their enhanced capabilities.

"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".

Hit the link below for the full report and let us know what you think of Apple's new lineup and pricing in the comments!

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Tim Cook on iPhone Pricing: 'We Want to Serve Everyone'

1reader - September 14, 2018 at 4:09am
They are trying every year something. And it works for them: No headphone jack No home button No fingerprint No more headphone jack adapter No 5G (which is around the corner or next year) People are buying it... In conclusion just enjoy the ride and make them rich :)
D4xM4Nx - September 13, 2018 at 11:03pm
Most than happy to order a 64GB iPhone XS to upgrade my dying iPhone 6! Having 4GB of RAM is a welcome addition, gotta test it against the X and see how they both fare.
landro - September 13, 2018 at 7:47pm
You may want to look up what RAM is before you use it in your articles.... the word you're looking for is storage....
dpp203 - September 13, 2018 at 6:12pm
Do you guys read what you write or you just copy and paste it ? It was “512GB of RAM”
Ch - September 17, 2018 at 7:02pm
It’s not 512 GB of ram that’s a misprint it’s 4gb of lpddr4x
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