The iPhone X is the most expensive iPhone model, with the 256GB version available in the United States at a price of $1,149, while the base model with 64GB sells for $999.
Even though it's also one of the most updated versions of the iPhone since the first model launched in 2007, the price is what's holding back a significant number of potential buyers from purchasing the device, and as it turns out, Apple knows this very well.
In an interview with Time, two Apple executives discussed the price of the iPhone X, explaining that the company's culture is what makes the device more expensive than other devices on the market.
“Our goal is always to provide what we believe is the best possible product, not always the lowest cost,” explains Dan Riccio.
Although Apple doesn't necessarily make phones that are more affordable, the company continues to sell older models that are available at a lower price, including previous-generation iPhones that have received significant discounts since the launch of the 2017 series.
Apple's chief designer Jony Ive says iPhones have always been more expensive than their competitors simply because they are not just phones, but devices that can provide more advanced functionality.
The original iPhone launched a decade ago with a price tag of $500, which although was considered very expensive at the time, the phone was very successful simply because it was able to do much more than a regular phone. Steve Jobs introduced the iPhone as an “iPod, phone and Internet Communicator” and all of these capabilities have evolved over the past 10 years.
The cheapest iPhone in Apple's lineup is currently the iPhone SE, which is sold by the Apple Store for $349 with 32GB of storage.
