Apple is aware of the problem of high prices for its products. This statement was made by CEO Jeff Williams during a speech at Elon University. According to him, the company has long been trying to address these problems. And Apple intends to do this especially in emerging markets.
During the lecture, one of the students asked Williams about whether Apple had a plan to lower product prices. As an argument, he cited reports from analyst companies for which the cost of Apple products had been calculated. The student assumed that Apple could lower the prices of its products without consequence to itself, which would increase sales. The CEO responded to the question as follows:
All of these stories that supposedly calculated the true value of our products have haunted me since I started working at Apple. Analysts have no idea what constitutes the ultimate price and how much attention Apple pays to creating its products.
For example, the CEO described how the Apple Watch activity tracker was created: entire physiology labs and medical staff were involved, and about 10,000 people participated in the testing itself.
However, Jeff Williams acknowledged that there are pricing issues.
We don’t want to be an elite society. We want to be an egalitarian society. To achieve this, we still have a lot of work to do in the developing country market.
