While in Germany, Tim Cook gave an interview to the journalists of the weekly magazine Stern. The opportunity to talk about Apple TV+, Apple’s strategy, and the price of the iPhone 11. The least expensive iPhone of the current lineup is indeed slightly cheaper (about $50) compared to the iPhone XR – which is considered as its predecessor. And this despite a clear progression in its technical sheet since it passes from a single sensor to a dual main camera sensor and the A13 Bionic Soc which is the same as that of the “Pro” versions.
iPhone 11: Does Apple really offer “the lowest possible prices”?
Although it is, let us emphasize, an exception in the history of iPhone releases, the price policy adopted for the iPhone 11 seems to flatter Tim Cook. Who goes so far as to say that Apple always practices “the lowest possible prices”. “we always try to keep our prices as low as possible, and fortunately we have been able to lower the price of the iPhone this year” said Tim Cook. Of course, it is difficult to appreciate all the non-production costs that explain how Apple chooses its prices. But it seems rather exaggerated to talk about “low price” when comparing the price of the iPhone 11 with, for example, that of the OnePlus 7T.
Regarding Apple TV+, Tim Cook says he does not think Apple is in a head-on competition with platforms like Netflix. Tim Cook sees Apple’s proposal more as complementary. The firm wants to exist in this market, but not to dominate it. “I do not think that the competition is afraid of us. The video industry works differently. The question is not whether Netflix wins and we lose, or if we win and they lose. Many people use multiple services, and we are now trying to become one of them”.