The iPhone X's price has been one of the most frequent questions tossed at Apple executives that have gone on the interview circuit in the wake of last week's keynote, and Apple CEO Tim Cook addressed the issue head-on in an interview with Good Morning America this week. While speaking with GMA's Robin Roberts, Cook was asked to respond to the following viewer question:
I understand inflation, etc but don't you find the price tag for the iPhone X out of reach for the average American?— anna maria (@sorianoam) September 18, 2017
Undeterred, Cook answered in typical Apple fashion and justified the high cost:
Well, it’s a value price actually for the technology that you’re getting. As it turns out, most people are paying for phones over long periods of time. And so, very few people will pay the full price of the phone initially. Also, most people actually trade in their current phone, and some carriers throw in subsidies and discounts.
When you look at it, the iPhone in particular has become so essential in our daily lives, people want it do more and more and more. So, we’ve built more and more technologies into it to be able to do that.
The iPhone X is priced at $999 with 64GB of onboard storage. However, Apple will make available a 256GB version for a whopping $1,149. The flagship device will be available for preorder on October 27th and will ship on November 3rd.