Tim Cook: Apple will never make a cheap iPhone

Posted by: Jennifer Cefai (4 years ago)

When the launch of the new iPhone 5C was heralded as the arrival of the first low-cost iPhone to hit the market, people jumped. The idea of owning an iPhone became something realistic – that is, until the 5C was actually launched, and a lot of people were let down. With a price tag of $550 people have questioned Apple’s initial messaging when it came to the iPhone 5C.

Apple CEO Tim Cook has barely batted an eyelid in response to the criticism that has flooded in. “We’re not in the junk business,” was what he said to Bloomberg Businessweek in an interview. “I’m not going to lose sleep over that other market, because it’s just not who we are.”

Which is all well and good, but with the Android market saturated with vastly cheaper models than any version of the iPhone, surely Tim Cook should be somewhat worried? According to statistics, Android runs on nearly 80% of global smartphones, and almost two-thirds of tablets. In spite of this, data also shows that more people still use iOS despite the huge amount of Android-powered devices – and Apple users spend much more time with their apps and browsers. “Does a unit of market share matter if it’s not being used?” said Cook. “For us, it matters that people use our products. We really want to enrich people’s lives.”

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