Apple ‘wants to serve everyone,’ says Tim Cook: Wider price range opens up developing Asian markets

“Apple clearly intends to maintain its position in the high-end segment with the release of the iPhone XS and XS Max, but with price cuts for older models and the addition of the iPhone XR, CEO Tim Cook signaled designs on a bigger share of Asia’s growing market,” Hiromi Sato writes for Nikkei Asian Review. “‘We want to serve everyone,’ Cook said in an interview with Nikkei. ‘We understand that there is a wide range of what customers are looking for and a wide range of prices that people will pay.'”

“On Wednesday, the company announced price cuts for older models, including the iPhone 7 and iPhone 8, with the cost of the former now starting at $449 — more in line with the midrange models of Apple’s competitors,” Sato writes. “On the premium side of the lineup, Apple now offers the 5.8-inch iPhone XS and the 6.5-inch iPhone XS Max, starting at $999 and $1,099, respectively. The XS Max has the largest screen on an iPhone yet, and both feature an organic light-emitting diode display. ‘We always thought … that if you provide a lot of innovation and a lot of value, there is a segment of people who are willing to pay for it,’ Cook said. ‘For us, it’s a large enough group of people that we can make a reasonable business out of it.'”

MacDailyNews Take: Yup.

We think that regardless of the price tag Apple hangs on iPhone X, they could have charged more.MacDailyNews, September 12, 2017

Read more in the full article here.

MacDailyNews Take: Apple wants to serve everyone. Well, everyone with at least $449 and, hopefully, a bit extra, to pay for services like iCloud storage, Apple Music, etc., of course. Fragmandroid, as usual, can have the unprofitable rest. Apple takes the grain and leave the chaff for Samsung, Huawei, Opportunity, etc.

South Korean dishwasher maker Samsung’s mobile profits fall as consumers pass on $1,000 iPhone knockoffs – July 31, 2018
Anti-iPhone X ads show why South Korean dishwasher maker Samsung keeps losing to Apple – July 27, 2018
Apple takes U.S. market share from Android, dominates with 8 iPhones out of 10 best-selling smartphones – July 26, 2018
Apple’s iPhone X made 5 times the profit of 600 Android OEMs combined – April 18, 2018
Apple’s iPhone captured 86% of global handset profits in Q417; iPhone X alone took 35% of global handset profits – April 17, 2018
Higher income U.S. states use Apple iPhones; lower income states use Samsung Galaxy phones – September 27, 2016
Apple’s App Store is destroying Google Play in services and subscriptions – April 18, 2018
Apple App Store users spent nearly double that of Google Play users in Q417 – January 26, 2018
Bernstein: Google to pay Apple $3 billion this year to remain the default search engine on iPhones and iPads – August 14, 2017
Higher income U.S. states use Apple iPhones; lower income states use Samsung Galaxy phones – September 27, 2016
iOS users are worth 10X more than those who settle for Android – July 27, 2016
Apple’s App Store revenue nearly double that of Google’s Android – April 20, 2016
Poor man’s iPhone: Android on the decline – February 26, 2015
Study: iPhone users are smarter and richer than those who settle for Android phones – January 22, 2015
Android users poorer, shorter, unhealthier, less educated, far less charitable than Apple iPhone users – November 13, 2013
IDC data shows two thirds of Android’s 81% smartphone share are cheap junk phones – November 13, 2013
CIRP: Apple iPhone users are younger, richer, and better educated than those who settle for Samsung knockoff phones – August 19, 2013
iPhone users smarter, richer than Android phone users – August 16, 2011


  1. In addition, everyone seems to forget that Apple gave prominence to Apple’s trade in program yesterday. This means that many will be able to buy used iPhones at greatly reduced prices.

    As for me I now have a 6s Plus and I’m thinking of upgrading to a Xs in January. Since I still have by 5s, I’ll probably trade in the 5s and keep the 6s as backup. Since Apple will only give me $30 for the 5s, that means someone could get that for less than $100. That is would be a good deal for someone who wants to be part of the Apple ecosystem but doesn’t have a lot of cash. The 5s is still pretty good.

    Ps: keeping the 6s plus for over 40 months is “good for the environment” and good for my pocketbook too. 🙂

  2. Well, Tim Cook is not serving the iPhone SE market, where the smaller size is ideal, as i hated the size of my 6s. So Tim’s comments is patently wrong and misleading. Price is not always everything. Steve Jobs would not allow this, trying serve every one is very microsoftian and Apple is going the microsoft way what with the recent software bugs and the homepod released without Stereo capability and now time at an event like yesterday is used to say how stereo in home pod is now available.

  3. With business speak, Tim Cook is the absolutely wrong spokesperson for Apple because he sounds like Tim Ballmer. And he talks too much and in the most wooden way.

        1. When prodigal Jobs returned to Apple in the late 1990s, believe it was his first keynote on the big screen Bill Gates addressed the Apple faithful in attendance. Loud gasps and boos could be heard in the crowd. The story goes into detail of Steve’s famous words.

          Microsoft invested $150 million and Trump senior invested or loaned one million to his son. Both turned it into billions.

          Not too long ago Apple could have bought Microsoft with CASH. So not sure what your point is …

      1. Wrong specifically on his, “we want to serve everyone.” While true in the context of business, it weakens Apple’s perceived exclusivity which is why people desire it as an aspirational product. Tim and Apple should never talk about business because it adds no positive PR value to the beloved Apple devices. The narrative should always be delight, ease, innovation, smiles, those kind of emotional values.

        Apple needs a spokesperson who can speak to those values, relegating the nuts and bolts to Luca Maestri, perhaps Bruce Sewell, or Peter Oppenheimer, or others.

        Cook really does not understands that his role should be part figurehead, part motivator, part energizer.

  4. All the Tim Bashing…..
    Apple is at complete different scale now then when ir was run by Steve. Take that into consideration!

    I for one am super happy with what Tim has done
    for Apple’s wealth and my own ! ( and yes he gets most of the credit)

    Thank you Tim.
    And thank you for great iPhones and Apple Watch and Apple Pay !

    The rest… well not so great.

  5. Finding the price range of the new iPhones “reasonable” in any way, shape or form must be a privilege for those who have so much money that it has long stopped being important.

    “They could have charged more”. Really? Should they? Are iPhones just for overpaid douchebags?

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