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Tim Cook says Apple will never do a budget iPhone

Sam Loveridge by

iPhone 5C
iPhone 5C

Tim Cook has reiterated Apple’s firm stance on a budget iPhone, stating the company will never produce one.

Following the launch of the so-called “lower cost” iPhone 5C, Apple CEO Tim Cook has been adamant about Apple’s focus on high-end devices.

Cook believes that the low-end, budget smartphone market is an entirely separate beast to the one in which Apple and its competitors like Samsung and HTC vie for supremacy.

“There’s always a large junk part of the market. We’re not in the junk business”, said Cook in an interview with Bloomberg Business Week.

Prior to the iPhone 5C launch, Apple was widely predicted to launch a smartphone with a price rivalling the mid-range Samsung Galaxy S4 mini and HTC One mini around the £350 mark.

In fact, the iPhone 5C, which is available to pre-order now ahead of its release date on Friday September 20, launches with a price tag starting at £469 for a 16GB model.

“There’s a segment of the market that really wants a product that does a lot for them, and I want to compete like crazy for those customers. I’m not going to lose sleep over that other market, because it’s just not who we are. Fortunately, both of these markets are so big, and there are so many people that care and want a great experience from their phone or their tablet, that Apple can have a really good business.”

The cheaper of the new iPhone models launched last week, the iPhone 5C comes clad in a colourful hard-coated polycarbonate casing fitted around a reinforced steel structure for rigidity.

It has a 4-inch Retina display running iOS 7 and is powered by the same 1.3GHz dual-core A6 CPU as the previous flagship iPhone 5.

Offering with the usual Wi-Fi, Bluetooth 4.0 and 4G connectivity options, the iPhone 5C is available with the option of 16GB or 32GB of internal storage.

Next, read our iOS 7 tips and tricks.

Go to comments


September 19, 2013, 4:27 pm

Wise men never say never, and some budget Android phones are actually perfectly fine - far from being "junk", and terrific value for the price. Personally I can afford high-end phones, but their value/price ration are horrendous.

Cook is just spinning marketing BS because he priced the 5C outside where its clients are. The 5C will be a marketing failure. However, he cannot dodge the market bullet, and in 2014 Apple marketshare will probably fall under 10%. At some point the Apple board will aim at his head. He was a fine supply man and administrator, but he is not a strategist of visionary, which is a requirement for CEOs nowadays.


September 19, 2013, 6:43 pm

Pure arrogance from Apple! I recently bought a Nexus 4 simply because Google dropped the price ahead of a presumed Nexus 5 launch and because of the fact that the 5C didn't materialise as a 'budget' model. Far from the Nexus being 'junk', its actually a quality piece of kit and its certainly opened my eyes to the rip-off prices that Apple charge for their handsets. This is one ex-iPhone owner that wont be going back to Apple anytime soon !!


September 19, 2013, 10:41 pm

Agree it is pretty ridiculous to call phones like the Nexus range junk (unlocked they cost about half the price of the 5C)

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