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

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Posted September 13, 2018 at 4:19pm by iClarified

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!

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

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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 :)

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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

fastandloose - September 13, 2018 at 4:53pm

iPhone xs max for me would cost $1193.8 that’s for a 64GB that’s a lot of money Cook thinks that’s reasonable LOL

HarryWilly - September 14, 2018 at 3:42am

Well then do t buy one. Buy an iPhone 8 Plus and save $500. You get the same features.

jaybro - September 13, 2018 at 4:38pm

Apple (technology overall) just basically want you to do away with laptops, ipads, phones and have just 1 device for everything....in your pocket.

jaybro - September 13, 2018 at 4:39pm

pretty soon, our phones will be able to print as well.

joshuardesantis - September 13, 2018 at 4:35pm

Honestly not sure what to say about this article...or the new phones...love the products but it’s almost as if they are eventually going to out price themselves, I have an X and a series 3, great products I just don’t understand how you can justify a phone at 1400, that’s absurd especially when you want your customers to continue to upgrade...who can afford that?

alinboy - September 13, 2018 at 4:33pm

Was nice to starting price the XS $899 and XS MAX $999..

HarryWilly - September 14, 2018 at 3:43am

That $100 ain’t going to change anything

fastandloose - September 14, 2018 at 5:10pm

Yes it could, it could have paid for a case and screen protector

Eternity7 - September 13, 2018 at 4:29pm

I don’t understand why they stick with the 64gb still? In this day that is way too small now for most people!! They need to do a 128gb instead of jumping all the way up to 257gb!!

vasodys - September 13, 2018 at 4:32pm

The only reason I see is so that they can charge $150 to upgrade from 64 to 256 GB on the Xs range, but also charge $100 to upgrade from 64 to 128 GB on the XR range. Just about money

vasodys - September 13, 2018 at 4:29pm

We want to *steal from* everyone

vasodys - September 13, 2018 at 4:30pm

I mean not going to lie I’m buying a Xs Max (upgrading from a 6s) but I’m not happy about the amount if money I’ll have to pay

newpostbox - September 13, 2018 at 5:06pm

You are a rich man!

vasodys - September 14, 2018 at 5:35am

I’ve been saving for a year for this phone, barely scraping by with my dying 6s whose battery only lasts an hour. Gotta carry 2 battery cases with me at all times so I can charge it on the go

newpostbox - September 14, 2018 at 6:10am

Fair enough, you deserve it! Cheers,