Apple's iPhone revenue is down 15% year-on-year, according to the verge, a US technology media, on January 29. Now Tim Cook, Apple's chief executive, says the company is reconsidering the pricing of the iPhone. Many netizens said they didn't understand what Apple was thinking about repricing? What's behind Apple's consideration of repricing?
Apple's iPhone revenue is down 15% year-on-year, according to the verge, a US technology media, on January 29. Now Tim Cook, Apple's chief executive, says the company is reconsidering the pricing of the iPhone. In an interview with Reuters, Cook said that over time, iPhone prices have increased significantly in some areas.
In an interview with Reuters, Cook said: 'looking at foreign currencies, especially those markets that were depressed last year, we can see that [iPhone prices] are rising more significantly. So in January, when we evaluated the macroeconomic conditions of some of these markets, we decided to return to our local sales prices a year ago, hoping to help drive sales growth in these regions. '
Cook told Apple's earnings conference call that the strength of the U.S. dollar has made apple products more expensive around the world. Cook also cited Turkey as an example: the lira fell 33% in 2018, and then Apple's revenue shrank nearly $700 million in the last quarter from the previous year.
Cook said that new iPhones tend to have large price differences in emerging markets, and since January, Apple has absorbed 'some or all' foreign currency price changes, so the price of new iPhones will be 'close to or exactly equivalent to the local price of iPhones a year ago. '