Apple introduced the new iPhone XS/XS Plus and iPhone XR last Wednesday, and Apple CEO Tim Cook has given a couple of interviews in which he talked about the prices of the current line of iPhone products and other relevant points.
The iPhone XS and XS Max are the most expensive models of the company to date. Speaking about the price of the new iPhone, Cook explained that Apple has always found a segment of the market willing to pay for the most innovative products:
“We always think that if you bring 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 group big enough to make it a reasonable business.”
On the other hand, the iPhone 7, the iPhone 8 and the new iPhone XR offer a lower price, which allows Apple to “serve the whole world,” Cook suggests.
We want to serve everyone. We understand that there is a wide range of what customers are looking for and a wide range of prices that people will pay.
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In another interview, Cook referred to the peculiarities of the Chinese smartphone market. For example, he pointed out that dual-SIM support is something of great importance in the Chinese market, as well as features such as the QR code.
In the Chinese market we recognize the importance of the dual SIM card. So we have introduced it and we think about how to Respond to that demand. The reason why Chinese users like dual card capability is also applicable to many other countries, but these consumers may not be aware.
Another example we have seen is the QR code, which is much more important in China than anywhere else, so we offer a more simple use of the QR code.
In response to a question about Apple’s decision to offer the iPhone in different screen sizes, Cook explained that customers have a “variety of smartphone needs,” ranging from different screen sizes to screen technologies and more.
Consumers, especially Chinese, have a variety of smartphone needs. For example, Chinese users prefer large-screen smartphones – of course, this is just a part of the people. We want to attract as many people as possible, and we had to think a lot, like making the phone’s screen bigger, just like the 6.5-inch iPhone XS Max with Super Retina screen launched this year.