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Home / News / Tim Cook suggests cheap iPhone could be a whole new type of product

Tim Cook suggests cheap iPhone could be a whole new type of product

The Apple CEO hinted that rather than a cut-price iPhone, we might be seeing an entirely new type of mobile

Apple CEO Tim Cook has hinted that the long-rumoured “cheap iPhone” could turn out to be an entirely new product rather than a lower-specced iOS device.

Speaking at yesterday’s Goldman Sachs conference, Cook acknowledged that the current selection of iPhone models is still too expensive for some people (specifically PAYG customers), but also said, “We wouldn’t do anything we wouldn’t consider a great product.”

Apple has lowered the price of the iPhone 4 and 4S, but Cook suggested that rather than a cheap iPhone model, the company may introduce something completely new. Cook gave examples: the iPod Shuffle was a way to deliver portable music at a much lower price than the original iPod; and instead of making a cheap laptop to compete with netbooks, Apple introduced the iPad (the rest is history).

Cook also said that Apple was more concerned with providing “fantastic experiences” than “the largest drive and fastest processor”, claiming that customers are looking for an “a-ha” moment that comes from the user experience rather than an impressive spec list.

[via The Guardian]

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Profile image of Dan Grabham Dan Grabham Editor-in-Chief


Dan is Editor-in-chief of Stuff, working across the magazine and the Stuff.tv website.  Our Editor-in-Chief is a regular at tech shows such as CES in Las Vegas, IFA in Berlin and Mobile World Congress in Barcelona as well as at other launches and events. He has been a CES Innovation Awards judge. Dan is completely platform agnostic and very at home using and writing about Windows, macOS, Android and iOS/iPadOS plus lots and lots of gadgets including audio and smart home gear, laptops and smartphones. He's also been interviewed and quoted in a wide variety of places including The Sun, BBC World Service, BBC News Online, BBC Radio 5Live, BBC Radio 4, Sky News Radio and BBC Local Radio.

Areas of expertise

Computing, mobile, audio, smart home

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