“Well, it s a value price, actually, for the technology you re getting.” These are the words spoken by Apple CEO Tim Cook in defense of the iPhone X priced at an insane Rs 89,000. He also contested the popular belief that Apple only makes expensive products by saying, the reputation of the company is ‘over emphasized’. Also Read - Apple Music Lossless, Spatial Audio features with Dolby Atmos coming soon to IndiaAlso Read - Apple sells more iPads in early 2021 than ever, grows along with Samsung
In his first interview post the launch of the new products, Cook defended the price tag of the new smartphones. Perhaps, it is time for Cook to take a closer look at the research, especially for markets such as India, which are dominated by the price quotient. Call it the ‘template for future smartphones’ or the culmination of Apple’s 10 years of innovation in the mobile phone category, the iPhone X is plain unaffordable. This seems to be an emotion shared across markets. As one of the consumers was quoted during the ‘Good Morning America‘ interview, the iPhone X is expensive even for an average American. For a smartphone priced almost a thousand dollars, there ought to be plenty of criticism. However, Cook has a completely different explanation for the exorbitant pricing. RELATED: Apples can be sour, but a need is a need Also Read - Apple Podcasts Subscriptions and channels go live in 170 countries starting today
“It turns out most people are now paying for phones over long periods of time. And so very few people will pay the price tag of the phone initially. Also most people actually trade in their current phone, and so that reduces the price further, and some carriers even throw in subsidies and discounts,” Cook said. “When you look at it, the iPhone in particular has become so essential in our daily lives, people want it do more and more and more. So we’ve built more and more technologies into it to be able to do that,” Cook said during the interview. ALSO READ: Apple iPhone X launched and the internet has some funny reactions for the new Face ID feature
For an average Indian, Apple iPhones continue to be wishlist products than a necessary upgrade. If we do want to buy a new phone, we would always scout the affordable and feature-rich category first, before jumping onto what Apple has to offer. When Cook visited India earlier this year to meet Prime Minister Narendra Modi and discussed the world’s most valuable company’s plans for the flourishing market, there was a sudden influx of hope for growth, including more jobs, more contribution from the tech sector to the GDP, along with possibilities of having ‘affordable’ iPhones, which could be domestically manufactured.
While Apple’s long list of demands is still doing the rounds of the ministries, the company did fulfill its promise of placing the country at a better position when it comes to the roll out of new products by bringing the new set of iPhones to India earlier than the past. While the iPhones have arrived sooner, they aren’t cheaper.
Apple is known for the kind of brilliant products it creates, but they are beyond an average consumer’s budget. The iPhone X features, including facial recognition and narrow bezel display, go against the Samsung Galaxy S8 which is priced almost 32,000 lesser (which also happens to be the average price of some of the top smartphones selling in the country right now).
Cook’s argument for having an unimaginable price tag is the new approach of paying in installments or opting for upgrade programs to acquire expensive gadgets. Even if the consumer is not paying the whole amount in one go, the discounts from network providers or sale period offs are negligible in front of the total cost. If dual cameras are your thing, the OnePlus 5 can deliver a good experience at Rs 32,999, with flexibility of storage expansion. If your inclination is towards a better software, then Xiaomi’s recent Mi A1 is the best bet at a fraction of what the iPhone X costs. This is not to compare iOS ecosystem with Android alternatives, but a question about the limits to which a company can push its consumers.
If Apple’s argument is about the technologies crammed inside an iPhone, then it is clearly not an industry first thing, secondly, if it is for the experience, the competition is obviously offering a much more lucrative deal at the moment. While it is true that those who have the want for the iPhone X, or similarly expensive products, will buy it by hook or by crook, for the rest of the average Indians like you and me, the hope continues to rest in Apple’s manufacturing plans in the country. ALSO READ: Well done Xiaomi, you just reminded us that Android One exists