Apple: Our Goal Isn’t to Make Affordable Phones

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The iPhone X is the most expensive iPhone model ever, with the 256GB version available in the United States for $1,149, while the base model with 64GB is sold for $999.

Even though it’s also one of the biggest overhauls of the iPhone since the first model launched in 2007, the price is what’s holding back a substantial number of potential buyers from actually purchasing the device, and as it turns out, Apple knows this very well.

In an interview with Time, two Apple executives discussed the price of the iPhone X, explaining that the company’s culture is what makes the device more expensive than the rest of the devices on the market.

“Our goal is always to provide what we think is the best product possible, not always the lowest cost,” Dan Riccio, Apple’s senior vice president of hardware engineering, explained.

More than just a phone

Despite Apple not necessarily building phones that… (read more)

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