Tim Cook: Apple aims to "serve everyone" with new iPhones

Tim Cook: Apple aims to
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.

source: Nikkei

FEATURED VIDEO

51 Comments

1. Tipus

Posts: 785; Member since: Sep 30, 2016

"Serving everyone for $749 and up" Sounds like oldest profession slogan :)))

4. piyath

Posts: 2445; Member since: Mar 23, 2012

iPhone 7 is $449. So....

7. Atechguy0

Posts: 918; Member since: Aug 03, 2018

$449 for a single camera iPhone with a HD+ resolution LCD display. No fast charger, or associated cable, and now no 3.5mm audio dongle. Plus you are locked into a 2 year contract for that price. So.... Do you want me to finish what you didn't say? So if you buy this iPhone, then that sales slogan is true. A sucker is born every minute.

9. jellmoo

Posts: 2530; Member since: Oct 31, 2011

Why are you locked into a 2 year contract? It's the outright price of the device.

10. WakaFlakaD

Posts: 575; Member since: Apr 30, 2011

It is sad that people still don’t understand the difference between contract and device payment... sigh 2 years contract - meaning you are locked in the service for 2 years, and you can get out by paying an early termination fee. Device payment - the full price splits to 18 or 24 or sometimes even 30 months, but you are not locked into any service agreement with the carrier. Service is month-to-month

35. Valinor

Posts: 169; Member since: Mar 26, 2013

Thats a 2 year old phone....... we are talking flagship 2018 Apple phones. Who cares about the old crap. Apple event used to mean: its time to upgrade, heres the best hardware for a good price. Now its: heres the best hardware for a crazy price. ow you cant afford it? Heres some old stuff, plz buy that. Im out, Im not paying 1159 euros for something that should be around 800-900 euros. I dont like android but now am being forced into it because i want top specs.

39. RoyalMike unregistered

Everyone here means the lgbt community.. Yeah look who's saying it

51. cocoy

Posts: 454; Member since: Oct 30, 2015

He is probably referring to the stockholders of Apple ot the consumers or customers of Apple.

2. midan

Posts: 2557; Member since: Oct 09, 2017

Apple have very strong collection of phones now and covers most price points. Not for long time and Apple have 5 best selling phones in the world. Tomorrow the new models going to be sold out in record speed.

3. scarface21173

Posts: 631; Member since: Aug 17, 2014

Serving everyone with bull$hit

5. SIGPRO

Posts: 2810; Member since: Oct 03, 2012

Serving everyone? Biggest joke of this week, only sheep will say yes apple show us the light!

6. Awalker

Posts: 1958; Member since: Aug 15, 2013

I'm looking for a phone that is fully customizable and I can download apps from other places. When that happens they'll be serving everyone.

8. japkoslav

Posts: 1373; Member since: Feb 19, 2017

"You got served son" - Tim Cook

11. LouisMariano5

Posts: 60; Member since: Sep 22, 2014

the best deal they had to offer at the keynote was the 8 for 599.00... the new phone's pricing were way out of line and off track

12. gamehead unregistered

Not serving me at those prices

18. darkkjedii

Posts: 30786; Member since: Feb 05, 2011

Those prices are ridiculous dude. Rumor has it, the Apple Store located at 281 City Island Ave, Bronx NY 10464 has them at 40% off between the hrs of 10pm-2am. You have to take a cab or uber to it though, to get the discount. When you get there, ask for the Gegege ge ge ge ge ge ge geniuzzzz

13. Atrixboyyy

Posts: 577; Member since: Nov 03, 2011

Except the people that prefer touch id cause screw those guys..

21. apple-rulz

Posts: 1875; Member since: Dec 27, 2016

Agree.

23. gamehead unregistered

They couldve put the button on the rear? Come on.

36. cmdacos

Posts: 3818; Member since: Nov 01, 2016

That would require a functional design department. The unibrow proves they don't have one (neither do all the hack copycat android brands btw)

14. jjface

Posts: 209; Member since: Jun 07, 2017

If they truly wished to serve everyone they would have kept the iphone 6s for $349, the iphone 6 for $249, the iphone 5s for $149 and the iphone 5 for $99 and the iphone 4s for $49. LMAO!

48. worldpeace

Posts: 3092; Member since: Apr 15, 2016

You can still find those ancient phones on eBay. But Apple might remotely detonate your phones with new update.

16. darkkjedii

Posts: 30786; Member since: Feb 05, 2011

Then serve the ones who want true multitasking, picture in picture, pencil support, themes, edge panels, headphone Jack's, free placed widgets, screen off memo, multi item clipboards, etc. Oh wait...Samsung does that.

25. apple-rulz

Posts: 1875; Member since: Dec 27, 2016

So then stay out of Apple articles since Samsung has all your needs covered. Stupid old man. Oh and you can drive your bus to 281 City Island Ave and pick up your wife, I'm finished with her. I gave her some of my Gegege ge ge ge ge ge ge geniuzzzz and she loved it. ROARRRRRR!!!!! You ballin' boy, you done took a cruise and everything! SMDH https://youtu.be/ALamhLi-qII

38. darkkjedii

Posts: 30786; Member since: Feb 05, 2011

That's how mad I got you lol. You're making up stuff outta desperation, and sharing my vids, and I'm sitting back laughing at you. We head to Miami soon, so I'll post some vids for you to share. I told you I wouldn't stop lol...you're mine to poke and prod. Keep up the obedience.

40. apple-rulz

Posts: 1875; Member since: Dec 27, 2016

Wow Miami!!! Dude you're living a life I envy!!! Please tell me how I can become a bus driver and take exotic trips to Miami!! All the while owning a used Corvette! You old fool, of course you'll make videos, you're too stupid to realize I own you and you're desperately trying to impress me. Miami. LMFAO

42. darkkjedii

Posts: 30786; Member since: Feb 05, 2011

Good boy. I’m not gonna stop toying with you. What I love, is your creative attempts to one up me lol. You don’t even realize you’re being bated. Now make this one up even better. I’m so glad you joined PA. I have fun with your anger. You’re so enveloped with me. Got this fool searching thru my videos trying to shame me...what a damn fool man. Plagiarising my bait posts lol...how sweet. Now hurry up, and share a vid too.

44. apple-rulz

Posts: 1875; Member since: Dec 27, 2016

Ha ha stupid old fool, now you're seething with anger that I've been spreading your stupid videos, but now you can't back down and admit defeat. Hey, at least I'm getting you views, something you wouldn't have gotten without me. Yeah boy, keep making those videos. Stupid old fool, such a sad existence you have. Miami! LOL!!

20. shortkey

Posts: 44; Member since: May 19, 2017

They sure as hell aren't serving everyone with huge smartphones. Discontinuing the SE with no replacement was a bad move. It won't hurt Apple at all, but there's now a big hole in the market. There ARE people looking for small smartphones, but they still buy big phones because THEY DON'T HAVE A CHOICE NOT TO. Give them the choice, give them small smartphones, and you'll see they'll give you their money.

27. D34ever

Posts: 210; Member since: Jul 14, 2018

What Cook is really saying is...."Apple doesn't discriminate when it comes to fleecing."

* Some comments have been hidden, because they don't meet the discussions rules.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.