Apple CEO Tim cook officially announced that the company intends to reduce prices on the iPhone in the future. According to cook, Apple “rethink” the prices of their smartphones outside of the U.S., due to the fact that due to changing conditions on many international markets has become more expensive iPhone.
Cook noted that the local currency in many countries has weakened over the past year, causing the price of the iPhone significantly increased. This is a very negative impact on the demand of consumers who were not ready to much more costly iPhone.
2019 Apple will more closely monitor the economic situation in different countries and evaluate the iPhone based on the cost of currencies of different countries. Thanks to the price of the iPhone will fall. As stressed by cook, it is expected to reduce prices to last year’s level.
It is unknown whether or not Apple and Tim cook a similar “problem” market of Russia. In 2018 a new iPhone XS, Max XS iPhone and iPhone XR were worth from 8 thousand rubles more expensive than the model sample of 2017 with the same price in dollars. Moreover, after the increase in VAT in Russia from 1 January 2019 the difference in official prices amounted to 10 thousand rubles.
If Apple plans to adjust prices in Russia, given the weakened ruble, the Russians should expect great discounts not only on current iPhone models, but also future 11 iPhone and iPhone 11 Max.