Apple CEO Tim Cook Says They Get What Consumers Want The New iPhone XS To Be Priced

Apple announced three new iPhone models: the iPhone XS, iPhone XS Max, and iPhone XR at the fall event yesterday, now CEO Tim Cook has some...

Apple announced three new iPhone models: the iPhone XS, iPhone XS Max, and iPhone XR at the fall event yesterday, now CEO Tim Cook has something to say about the price of these smartphones, since iPhone XS Max with 512GB of storage is the most expensive iPhone to date, come in at $1499 in the U.S..

In an interview with Nikkei, Cook stated that they understand the customers what they want to price at, so they introduced iPhone XR with Face ID, A12 Bionic processor, and full-screen design for low cost. "We want to serve everyone. We understand that there is a wide range of what customers are looking for and a wide range of prices that people will pay", says Cook.

The CEO of Apple continued on by saying iPhone XS has so many innovations and value, therefore, he believes that users are willing to pay for it. Further, Cook explains that an iPhone has become a huge role in consumers' lives, which will allow them to justify the price of the devices.

Currently, the iPhone XS starts ar $999, whereas iPhone XS Max will be priced at $1,099, while the "budget" iPhone XR will be available at the end of October for 749. iPhone XS series pre-order kick off in this Friday. In the meantime, Apple will also open the pre-order window to the completely redesigned Apple Watch Series 4 buyers.

Image Via Digital Trends