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Apple CEO Tim Cook defends high prices of the iPhone XS, and XS Max; claims buyers will pay $1 a day

Cook claimed that the 2018 iPhone lineup is “for everyone” while addressing the question on comparatively high prices for the devices.

  • Published: September 20, 2018 12:55 PM IST
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Image credit: Apple


Tim Cook has come out to defend the pricing of the iPhone XS and iPhone XS Max, two of the latest devices that Apple launched about two weeks back. Cook claimed that the 2018 iPhone lineup is “for everyone” while addressing the question on comparatively high prices for the devices. To recap, the base variant for the iPhone XS with 64GB storage will be priced at Rs 99,900 in the Indian market, whereas the base model for the iPhone XS Max will be available at Rs 109,900.

Both the iPhone XS and XS Max will go on sale in India starting September 28 and the company has not revealed the pricing for other storage variants for both. Talking about the iPhone XR, the base model will start at Rs 76,900 with pre-orders starting from October 19. The device will start shipping from October 26. There is no information about the pricing of other storage models for the Indian market.

Watch: Apple iPhone XS, XS Max, and XR First Look

In an interview with Robin Roberts on Good Morning America, Cook addressed the concerns about high prices of iPhone stating, “The way most people pay for these, as it turns out, is they do a deal with their carrier and they pay so much per month.” He pointed out that users will end up paying about $30 per month or about $1 per day even with a $1,000 price tag.

The statement referring to $1 per day does take a number of things in assumption with the first one being the US pricing. To set the context, iPhone XS starts from $999 and the iPhone XS Max starts from $1,099 in the United States. So Cook is only talking about the baseline iPhone XS when he is referring to $1 per day.

This statement does not take into consideration, the pricing in other countries including India. For instance, the $1 per day changes to about Rs 100 per day for Indian users. The second assumption in this equation is that an average user will end up using the iPhone for more than three years which is quite unlike the upgrade cycle offering by the company.

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  • Published Date: September 20, 2018 12:55 PM IST