There’s no denying the iPhone X price tag is just as eye-popping as that beautiful edge-to-edge OLED display.
However, according to Apple CEO Tim Cook, the smartphone, which costs at least £999/$999 to buy outright, represents good value for the consumer.
Facing audience questions on Good Morning America, Cook denied the sky-high price was out of reach for the average punter.
“It’s a value price, actually, for the technology that you’re getting,” said Cook, citing the iPhone X as a convergence of multiple gadgets.
“And so when we look at it, the phone – the iPhone in particular – has become so essential in our daily lives, people want it to do more and more and more… and so we built more technologies into it to be able to do that.”
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Who’s paying upfront?
He also claimed most consumers won’t be forking over a grand for the iPhone X Many choosing to pay over time, while others will benefit from mobile network subsidies, Cook said.
“As it turns out, most people are now paying for phones over long periods of time,” he claimed.
“So very few people will pay the price tag of the phone initially. Also, most people actually trade in their current phone, and so that reduces the price further, and some carriers even throw in subsidies and discounts.”
Related: iPhone X vs iPhone 8
The iPhone X will become available on November 3, with pre-orders commencing on October 27.
Despite the high price tag, supplies are expected to be severely limited heading into 2018.
Do you agree with Tim Cook? Has the iPhone X price tag been blown out of proportion considering the tech involved? Let us know @TrustedReviews on Twitter.