Innovative devices not cheap to make: Tim Cook on new iPhones
Talking about the prices of new iPhones, Apple CEO Tim Cook has said that people want to have the most innovative product available, and "it's not cheap to do that". He further said, "We've never been about selling the most, it's always selling the best (for us)." Apple unveiled iPhone Xs and iPhone Xs Max, at $999 and $1,099 respectively.