$1,000 for the iPhone X is a “value price” to pay for such a premium product, Tim Cook told viewers during an in-studio interview with Good Morning America today.
In the 10-minute interview, Cook defended the pricing of the next-generation iPhone, talked about his excitement over augmented reality, discussed Steve Jobs’ legacy at Apple, and touched on the ongoing political topic of “Dreamers” in the United States — referring to illegal immigrants who were brought into the U.S. as children.
The new iPhone
Cook’s addressing of the iPhone X pricing was in response to a question sent in by a viewer. He noted that the price tag reflects that the fact that Apple has built “more and more technologies” into the handset, and said that it was actually good value for the amount of tech users were getting. He also pointed out that, thanks to trade-ins and subsidies, most users would not wind up paying the full $1,000 price tag.
On the topic of augmented reality, Cook talked through a demo of AR being used to place chairs within the studio setting, and singled out education and shopping as two obvious applications of the technology.
“It’s a fantastic way to shop. It’s a fantastic way to learn,” he said. “We’re taking the complex and making it simple. We want everybody to be able to use AR.”
In addition, Cook discussed Apple’s privacy policy when it comes to Face ID, and said that users had no reason to be concerned at the possibility of Apple abusing gathered face data. This is something Apple has already been quizzed about by the likes of Democratic Senator Al Franken.
Dreamers and Steve Jobs
Cook got political when discussing Dreamers, and said that, “these folks came to the country when they were very young. These kids, if you talk to them, they deeply love this country. They have great jobs. They pay taxes. These guys are our neighbors. They’re our coworkers.”
Previously, he has spoken out in support of Dreamers, and noted that 250 are Apple employees.
Finally, Cook discussed Steve Jobs, and getting emotional at last week’s Apple keynote at the Steve Jobs Theater at Apple Park. Talking to Good Morning America, Cook claimed that he “could feel” Steve in the theater during the launch. He also opined about where Jobs fits into Apple’s thinking about future products.
“We don’t sit and think about, ‘What would Steve do?’ But, we think about the principles that Apple is based on,” he said. “A values-based company that is making insanely great products that are simple to use, where the technology takes the back seat, not the front seat.”
Source: ABC News
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
27 responses to “$1,000 iPhone X is a steal, says Tim Cook”
“We don’t sit and think about, ‘What would Steve do?”
Maybe they should.
Here is the problem with Tim Cooks Apple, there is no one to say “no”. Not only that the way they constructed the company with its “secrecy (and leaks)” is a workforce that does not understand what people want nor what made them successful…boils down to lack of Mindshare and Fun.
Case in point… Apple was proud of their touch bar so much so in fact they were certain they could up the price and people would clamor for it. They were wrong and totally confused they had to extend demo’s of it because the cancelled the iMac update that was supposed to take up the rest of that demo. Why? Surface Studio…. obviously better.
Fast forward to X… Apple is proud of their FACE ID, OLED, Animojis so much so they made their X device 1400 dollars.
This is all lack of knowing their customer and what made them successful.
Here is what Apple should have done instead of making the iPhone 8 a 5c and the iPhone X an “no thanks”.
iPhone8: Add fast charge USBc, improve camera, extend battery life, keep back same…. same price as 7 …perfect
X: Add OLED with no notch, keep back add Touch ID, put Kinect sensor on back to make ARKit useful for room mapping instead of table mapping, Put virtual home button equivalent like many Android phones do to keep peoples habits the same. Get rid of camera bump and keep cameras horizontal, instead of IP67 do IP68, make it 999 but 128GB. Extra 150 for 256.
This is what they should have done. By not doing that Apple risks its existence.
Wow u are smarter than Steve Jobs! You should become Apple CEO.
Thanks
don’t feed the troll
The troll or the person who is shining the focus in Tim Cook’s Apple?
You may not like what I say but that is like not liking sunshine.. look
It sure would be nice if you had something to support your ridiculous claims. It seems to me that the Macbook Pro sales increased after the touchbar update in late 2016. As for the Surface Studio…. LOL… how many Surface Studios has Microsoft sold? That’s a product that makes for a nice demo, but nobody is buying it.
Surface Studio and Surface Pro (Plus OEM copies) are both examples of Apple product replacements and successfully extracted multi-decade Apple users (by design) . The extractions enter into what I believe are better products for the cloud based world we are entering.
Apple successfully captured people from Mac to iPod To iPhone, even created an industry around it with the App Store and micropayments.
That worked for a while when the products were Fun and in the phones case was $199 every two years for the “best”.
Apple in 2017 has no cloud , their main products all got bumped up by 300 dollars including extra for repairs.
Here is a simple set of questions:
Why did you pick a Surface Studio? Pretty sure there is a solid answer as in best device for me etc.
Why did you pick an iPhone X? Its new, and iPhones were all the same so this is different.
Both niche markets , problem is if iPhone X is basing sales on niche they are in trouble.
Apple is not fun , only wow in 2017 sadly is what they will charge …wow
So, you chose to ignore the question of how many Surface Studio devices were sold? The number is so low that it is statistically irrelevant. What’s more, Mac sales have been up and they have grown at a faster rate than the overall declining Microsoft PC market. As such, any claim of “extracated” users is pretty funny. BTW, I believe the term you’re looking for is “extricate”.
Apple has no cloud? Perhaps you should let the hundreds of millions of iCloud customers know that.
Suggesting the iPhone X is a niche is fine because the overall relative phone market is so huge. Comparing it to the Surface is a joke. The iPhone X alone will sell more than all of Microsoft’s Surface products combined.
Its not how many were sold silly, its about how much mindshare was permanently transferred. You know this.
IPhone end is nearer after 10th anniversary launch. ICloud uses Azure lol
Andromeda windows 2018/19 ..surface lte
AOL? yup 50000 clueless customer in 2017.
Mindshare doesn’t pay the bills or keep you in business.
But mindshare determines what people will buy ..see mac
Yet, with all that mind share, nobody is buying the Surface Studio. How do you explain that?
Nobody?
He is right is a steal.
For the consumer pocket …
If they wanted to revolutionize they should offer the iPhone X as the iPhone 8 at the same prices of the iPhone 8. For the same price of that phone I can get a very nice computer. I don’t care how advanced the phone is. Most of the features phones of today have aren’t needed anyway.
Define “need”. You can apply your comment to any product category. I suppose we shouldn’t have luxury cars as well, because nobody “needs” that level of performance. These luxury costs should be sold for a much lower price… you know.. just because. Seriously, get a clue.
Steve boils down to if your friends want it and you have it …that breaks down with 8 and X , friends are good with 7 or less
Same basic design ..four years with higher prices
Pretty sad when my two year old 950 takes better picks than fancy X, sad reality.
People upgrade their phones for improved performance. The X is better than the 950 in every measurable way, including and especially photography.
Not true I just won my 20th photo challenge this time against the 949 dollar Note 8 16MP..I have never lost 20 wins in a row
Andromeda coming 2018/19 be careful
Your anecdotes, while amusing, are not relevant.
Sure the are better phone camera for much less than 1400 X phone
Considering there isn’t a 1400 X phone, your point is moot.
Ya know what I mean
Your arguments sounds cool until you find out that the X will be sold next year for nearly half the price brand new. Just wait and see and you will remember this conversation.
Apple won’t be selling the X for less money. If a carrier or a retailer chooses to generate other business through a loss leader by undercutting the price of the X, that’s their business. Either way, the X will be the most desired phone until this time next year.
To your point, not everyone “needs” all of these features or performance and so many will settle for a lesser device.
You must be living under a rock all this time because this is a common practice of apple to reduce the price after each new generation comes out.
So, by “next year” year, you don’t mean January, you mean this time next year. Also, by “nearly half price” you mean like 100 dollars cheaper… Got it! Maybe if I wait 3 years, I can get it even cheaper…. LOL…
Hey Tim — A Maserati GranTurismo is an absolute jaw-dropping steal at $125,000.
(It’s funny how much the perspective of a multi-millionaire can differ from that of the normal working stiff.)