Apple CEO on iPhone XS Prices: Our Customers Are Willing to Pay for Innovation

Apple is getting ready to begin shipping the iPhone XS and iPhone XS Max, an in addition to several new features, the new generation also sets a new record as being the most expensive iPhones in history.

With iPhone XS Max topping at $1,449 in the United States, Apple continues a push that was first started with the iPhone X last year and which brought smartphone prices to a new level.

The original iPhone X launched in 2017 started at $999 in the United States, but with the addition of more storage for the 2018 series, customers need to pay even more to get the top model.

In an interview with Nikkei Asian Review, Apple CEO Tim Cook explains that this is the cost of the high level of innovation that the new smartphones bring, and the customers that the Cupertino-based tech giant is targeting are willing to pay for it.


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