SHAFAQNA – Apple has revealed that it has no plans to challenge Google and Microsoft in the low-end devices market, vowing that it will never launch a ‘cheap’ iPhone or Mac.
Speaking at the Code/Mobile conference in California this week, Apple marketing executive Greg Joswiak acknowledged that the company is losing out to Android at the lower end of the market.
However, he said that Apple is focused on creating premium devices for the few rather than budget devices for the many.
“We were talking about some of the mistakes Apple made in the ’90s, and some of it was trying to do things like making cheap products that were chasing market share instead of chasing a better experience. You make that mistake once in your life, you’re not going to make it twice,” said Joswiak.
“Our goal is to make the best products with the best experience … we believe that if we make a better product and a better experience, that there will always be a healthy market for that. And a healthy market doesn’t mean we have to be market-share leader.”
Apple was widely rumoured to be working on a cheaper iPhone prior to the release of the 5c and 5s last year. However, while the iPhone 5c is more affordable than the 5s, it is still far beyond the reach of the budget market.
Meanwhile Google and its partners already offer a range of low-cost smartphones such as the £135 Moto G, which scored 4.5 stars out of five in The Telegraph’s review.
The A50S and other Android One phones look set to lower prices even further, bringing smartphones to millions of new customers – and potentially causing a low-end price war in Europe and the US.
Although devices like the A50S are designed to appeal to developing markets, they will also offer a tempting choice for users in the UK who want a smartphone but have no need for high-end specifications.
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