Tim Cook on the price of the iPhone: "We want to serve everyone"

At an event organized yesterday in Cupertino, Apple announced three new iPhone models: iPhone XS, iPhone XS Max and iPhone XR. Prices for iPhones start at $ 749 for the iPhone XR in 64GB and increase up to $ 1,449 for the iPhone XS Max in 512GB, which represents the most iPhone Apple's price so far.

Commenting on this price range in an interview with Nikkei Today, Apple CEO Tim Cook said: "We want to serve everyone." Apple introduced the iPhone XR at a lower price, so customers who wanted to take advantage of the iPhone X – Face ID, an advanced display – could find them on a cheaper iPhone.

"We want to serve everyone," Cook said in an interview with Nikkei. "We understand that there is a wide range of products that customers are looking for and a wide range of prices that people will pay for."

Similarly, the iPhone XS Max represents Apple's biggest iPhone at the moment, and serves customers who appreciate the features of the iPhone X 2017, but wished that its size be superior.

"We have always thought that if you provide a lot of innovation and a lot of value, there is a segment of people who are willing to pay for it," Cook said. "For us, it's a group of enough people so that we can create a reasonable business."

Apple will also continue to sell the iPhone 7 and the previous generation iPhone 8, at lower prices. The iPhone 7 will now start at $ 449 in 32 GB and increase up to $ 669 for the iPhone 7 Plus at 128 GB. The iPhone 8 will start at $ 599 in 64 GB and will increase to 849 dollars for the iPhone 8 Plus in 256 GB.

Speaking of the iPhone in general, Cook says that "the role of the iPhone has become much more important in people's lives," which will justify the price of devices for many customers.

Interested parties can pre-order their iPhone XS or iPhone XS Max starting September 14, and smartphones will be launched on September 21 in more than 30 countries and territories. The iPhone XR will be pre-ordering in about a month, Friday, October 19th, and then October 26th.

In addition to the iPhone, Apple also announced yesterday the Apple Watch Series 4 with a 30% larger screen, a thinner body, an ECG reader, a fall detection, and more. Like the iPhone XS, the Apple Watch Series 4 pre-orders will increase on September 14th and the smartwatch will be launched on September 21st.