Apple’s chief operating officer has said the company is “very aware” of concerns over the rising cost of the iPhone and Mac.
Within a brief question and answer session following a speech at Elon University, Williams was asked by a student about Apple’s plans to lower product prices, with the student citing a recent report that claims an iPhone only costs Apple around $350 to manufacture. – Addressing the pricing concerns Williams said “The stories that come out about the cost of our products [have been] the bane of my existence from the beginning of time, including our early days,” said Williams. “Analysts don’t really understand the cost of what we do and how much care we put into making our products.”
In response to the concerns of Apple’s rising price points Williams said “It’s something we’re very aware of,” Williams said. “We do not want to be an elitist company. That’s not — we want to be an egalitarian company, and we’ve got a lot of work going on in developing markets.”
Tim Cook has publicly said Apple is “rethinking” its iPhone pricing in some international markets, with the company looking to go back to pricing that’s “more commensurate” with what local prices were last year to boost sales.