Tim Cook on iPhone X: $999 is a 'value price'

Tim Cook on iPhone X: $999 is a 'value price'

There's no denying the iPhone X price tag is just as eye-popping as that handsome edge-to-edge OLED display.

"As it turns out, most people are now paying for phones over long periods of times".

"Well, it's a value price actually for the technology that you're getting", he said according to a transcript published on 9to5Mac.

"Apple's confusing iPhone family now includes three pairs of practically identical phones: the regular and Plus versions of the iPhone 8, 7 and 6s". Very few people will pay for the price tag of the phone initially.

The New York Times' Farhad Manjoo said the new iPhone 8 and iPhone 8 Plus are "overshadowed by the US$1,000 (S$1,345) all-screen iPhone X".

"When you look at it, the iPhone, in particular, has become so essential in our daily lives, people want it to do more and more and more", he added.

Tim Cook was put on the spot about iPhone X pricing, with Apple's CEO questioned as to whether the new flagship smartphone was too costly for the typical American user.

But in his first interview since the iPhone X's unveiling, Tim Cook said he believes it's not that expensive.

Apple announced the iPhone X last week, and it will be available to pre-order October 27, and ready for shipping November 3.

Cook nodded and answered in the affirmative, seemingly prepared for the question.

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"Apple has never been about selling the most of anything".

We get it, the iPhone X is packed with features but saying that the price is worthy of such leaps forward like an edge-to-edge display (done by Samsung and Xiaomi before) and facial recognition (done to a degree by Samsung and Windows Hello) just feels like you're trying to pull a fast one.