iPhone revenue is down 15 percent in the first quarter of 2019 as compared to the same period a year ago, and Apple CEO Tim Cook finally admits that the high price of the new generation is one of the factors that generated the decline.
Speaking with analysts after the earnings call, Cook explained that Apple hasn’t actually increased the pricing of the iPhone when the 2018 lineup was introduced, but instead tried to go for an approach that made sense given the upgrades.
Cook noted that the iPhone XS was priced the same as the iPhone X, whereas the XS Max was only $100 more expensive, which was a natural increase given the bigger screen.
The iPhone XR, which was the cheapest iPhone launched last year, was supposed to be placed just between the iPhone XS and the iPhone 8 Plus, as the latter continues to be available for purchase.
Addressing the pricing issue
Apple’s CEO says iPhone sales declined mostly in international markets, as this pricing st… (read more)
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