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Apple CEO Tim Cook said in a recent interview people should not make such a great fuss about the iPhone X’s price tag, which starts at $999, because that’s a ‘value price’. Cook made the remarks in an interview with ABC’s ‘Good Morning America’ host Robin Roberts, who asked him if the incoming iPhone’s price was too pricey for the average buyer.
The price tag is “a value price actually for the technology you’re getting,” Cook said. He added that most iPhone users don’t fork out the full sum at once and many of them benefit from discounts when they trade in their old phones and carrier subsidies.
The iPhone boss thinks that the question about whether the new model is out of reach for most people is not relevant. This is because his company is not after the cash, but after making people’s lives richer, according to Cook.
Our Objectives Aren’t Big Revenues
Cook argued that iPhone addicts want their handsets to do more and more, so the firm needs to adjust and pack more expensive technology in the devices.
“[Apple’s] objectives aren’t big revenues. Our objective is to make products that enrich people’s lives. We want to help people,”
Cook told Roberts.
The Apple executive also discussed iOS 11, biometrics, and the ARKit, a developer kit for AR in the interview. Cook envisioned a future where Augmented Reality (AR) is accessible to anyone. He thinks developers should be, therefore, able to make all their apps AR-compatible.
When Roberts asked him if iPhone users should be concerned about hackers and other intruders when using the Face ID technology in the iPhone X, Cook replied no because Apple is focused on privacy. Face ID stores a detailed map of the user’s face on the device and unlocks the handset as soon as the user faces the phone’s front camera.
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