Apple CEO Tim Cook sat down with German publication Stern to talk about the new iPhone and Apple TV + service. It was during a visit at the office Blinkist, a startup based in Berlin which summarizes the non-fiction book. However, the talks are not only about the new application, it kept coming back to Apple’s pricing strategy.
“We always try to keep our prices as low as possible and fortunately we were able to lower the price of the iPhone this year,” Cook said. Indeed, the iPhone 11 is € 800, € 50 down from last year’s price XR.
Also, the TV + is € 5 months compared with the cheapest plan Netflix at € 8 (this one does not even include the HD video). However, Cook did not believe Netflix Apple afraid of new services such as video streaming is not a “winner takes all” deal – on the contrary, many subscribe to multiple services and Apple want TV + into one them.Cook also talked about the potential for future problems for the company. Elizabeth Warren, who is a candidate for US president, wants to break large technology companies. The company also faces pressure from the US Supreme Court, which says it has cornered the market in iOS app.
However, Cook said that “No reasonable person would ever call Apple monopoly” and show that people can access content through their browser without approval from Apple (who are trying to curate content to create an App Store “a trusted place to buy apps”).
“We have 30 to 40 applications – compared to more than two million people,” said Cook and comparing Apple to a supermarket that sells own-brand products alongside the mass market goods.