Apple’s Cook talks new iPhones | iLounge News


Apple’s Cook talks new iPhones

In an interview with Bloomberg Businessweek, Apple CEO Tim Cook discussed the company’s new iPhones, most notably the iPhone 5c, which isn’t as inexpensive as some observers anticipated. “We never had an objective to sell a low-cost phone,” Cook said. “Our primary objective is to sell a great phone and provide a great experience, and we figured out a way to do it at a lower cost.” Cook reiterated that Apple has no intention of releasing cheaper products just to grab more of the market. “There’s always a large junk part of the market,” he said. “We’re not in the junk business.”

Apple chief designer Jonathan Ive and software head Craig Federighi were also interviewed — the story notes their desks are “a one-minute walk from one another.” Ive said of the iPhone 5s fingerprint scanner, “There are so many problems that had to be solved to enable one big idea.” He noted that it wasn’t a goal of Apple to merely add to the iPhone’s features list. Federighi added, “New? New is easy. Right is hard.”

Update: Bloomberg Businessweek has released a complete transcript of the interview with Jony Ive and Craig Federighi. Ive notes the fingerprint sensor took a long time to develop, and was specifically developed around a chip to prevent malicious scanning or data theft. A full transcript of the Tim Cook interview was also released.

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“and we figured out a way to do it at a lower cost.”

Really? Because from where I’m sitting it looks like you’re selling last year’s model phone at the same price points you always have, only this time you decided to treat your customers like idiots and slash manufacturing and support costs by sticking it in a cheap plastic shell and branding it as new.

Same price to consumers, lower quality to consumers, higher profits to Apple, and free press coverage for old hardware; genius.

Posted by Code Monkey in Midstate New York on September 19, 2013 at 10:27 AM (CDT)


Same price point? The iPhone 5 did not sell at $99/$199 when it was new, it sold at the same $199/$299/$399 points as the new 5S.  Perhaps later, through special 2nd party promotions it sold for less, but never $99 from Apple.

Posted by rockmyplimsoul on September 19, 2013 at 10:38 AM (CDT)


@2: Read my post again. You completely misunderstood.

Posted by Code Monkey in Midstate New York on September 19, 2013 at 10:51 AM (CDT)


To clarify since upon re-reading my post for the nth time finally realized you could misconstrue the part about “same price points”:

Last year’s model iPhones have always sold for $100 less than the current year. However, you used to actually get all the glitz and polish of last year’s model. This time they stuck the innards in a cheap plastic chassis which lowers manufacturing and support costs for Apple, lowers quality for consumers, and are branding it as new while still charging the same price they always did for the previous year’s model, yet they have the chutzpah to claim it’s a lower cost iPhone.

Posted by Code Monkey in Midstate New York on September 19, 2013 at 11:58 AM (CDT)


Why does this site think that the time zone is PST, when it is PDT?

Posted by Ally on September 19, 2013 at 2:28 PM (CDT)


@CM: Now that I’m into my 6th hour of a caffeine buzz I finally get what you’re saying.

Re-skinning last year’s hardware let’s them use an existing design (and inventory) while generating some market-stoking hype at the same time.

Apple could have kept the iPhone 5 16GB around at $99, but oddly enough I think they’ll sell more of that same hardware dressed in Easter colors.  And all they had to do was shave a buck or two off the cost, and a few million units later they look like geniuses (which is not hard to do when you’re dealing with a public that gets all giddy over colors).

Not only that, you take a certain percentage of buyers who don’t want a “juvenile-looking” plastic phone and they’ll spring for the new hardware since last year’s 5 is not a choice.

Genius?  I don’t think so, just Product Marketing 101 ... with a little Kool Aid buzz to keep your eye off the ball.

Posted by rockmyplimsoul on September 19, 2013 at 5:01 PM (CDT)

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