Cook defends the pricing of the iPhone XS/XR/XS Max: to be innovative, it must be expensive

On September 12th, Apple’s 2018 autumn conference was held in the United States. Many new products were released, and its ultra-high official pricing was also very noticeable. The iPhone XR and iPhone XS are priced at $749 and $999, respectively. The top-of-the-line iPhone XS Max is up to $1,449, making it the most expensive phone in Apple’s history. According to the British “Daily Mail” reported on September 18, Apple CEO Cook said that the high-profile official pricing of the new mobile phone in 2018, said high configuration and technological innovation is not cheap. The new phone is the most expensive, but it is also the best and most advanced iPhone in Apple’s history.

In an interview with the ABC morning news program “Good Morning America,” Cook said that the 512G version of the iPhoneXS Max is priced at $1,499. First of all it is powerful. Its camera function, video playback and sound quality are top-notch, and an iPhoneXS Max is enough to replace digital cameras, video music players and many other similar devices. These innovations are not cheap. Since users all want to use the most advanced mobile phones, high selling prices are inevitable. Cook said that operators will launch a package plan to reduce Apple fees. Take the iPhoneXS Max as an example. The package is as low as $30, which costs an average of only $1 a day. Users can also purchase in installments.

Looking at Apple’s new product release over the years, the flagship machine price increase has gradually become the norm, rising roughly 100 dollars per year from the previous year. However, in 2017, it was $230. There are many reasons behind the rise in mobile phone prices. The cost of iPhone accessories has increased, the company’s research and development costs are high and rising, and so on, only through price increases to maintain profits.

Even though the overall selling price is constantly improving, Apple still has not given up the low-end machine. Cook hopes that “everyone can use an Apple phone.” Some iPhones are really cheap, like the iPhone 7 as low as $449. For some consumers, it is a very good choice.