Apple's iPhone revenue has plunged in the December quarter, and the company is ready to make some changes.

According to CEO Tim Cook, Apple will reduce prices of the iPhone in markets where local currencies have weakened against the dollar.

“As we’ve gotten into January and assessed the macroeconomic condition in some of those markets, we’ve decided to go back to more commensurate with what our local prices were a year ago in hopes of helping the sales in those areas,” Cook told Reuters (via The Next Web).

If you've never bought an iPhone outside of the U.S., you may not be aware of just how staggering the price difference is. I've been pointing it out over and over and over -- it's hard to justify spending $1,760 for a maxed-out iPhone XS (UK pricing at launch) when the exact same model costs $1,349 in the U.S. And it's even harder in a country like Hungary, where the price is even higher and the average customer's purchasing power is far lower than in the U.S.

Yes, a part of the price difference is in taxes, and yes, the U.S. pricing does not reflect local taxes, and yes, Apple has additional distribution costs in markets other than the U.S. But the simple truth is that iPhone prices are too high for many international buyers, and Apple definitely can do something about it. Now, we've simply reached the point where the company is willing to address the issue.

In the same interview, Cook talked about the growth of its services business. There, revenue is up 19 percent year-over-year, and the company is poised to launch new services in 2019, including (probably) a video streaming service. Cook noted that the services gross margin gets more efficient as services business gets larger, and the business gets larger when the company sells more iPhones, so reducing its price makes sense. But it's worth noting that Cook sang a different tune in 2017, when the company launched the iPhone X, its first $1,000 phone.

In any case, it'll be interesting to see how new iPhones are priced internationally come September. Unfortunately, Apple does not break down iPhone unit sales in earnings reports at all, let alone by market, so assessing the potential benefits from this new strategy will be hard.

https://mashable.com/article/apple-international-iphone-pricing/?utm_cid=mash-com-fb-main-link#8DMUMhYvD9qk

Nothing lasts forever except Aboki's perfume. now apple has woken up to smell the coffee.

You are liers - you are compelled to stagger the price because your markets have been hit by China , remarkably Hauwei, and that leaves you with no choice than to drop the price. So what you are obeying is the fundamental law of pricing- the higher the price ,the better such is left for Davido to purchase. How many OBO do we have in Nigeria?

Lol so apple Don finally open yansh.

Apple going the way of blackberry?

How I wish apple will start producing midrange phones of let's say 40k, 50k, 60k 35k etc.
They don't know that poor people are more than the rich

Although am Apple fan from beginning but people has come to realize that Apple Phones has nothing else to offer rather than hype.

Phone you can only move around without tweaking to suit your taste (don't tell me jailbreak cuz it will mess up the phone)

Nevertheless, I still use both Samsung Android for tweaking and IPhone for class.

dryakson:
How I wish apple will start producing midrange phones of let's say 40k, 50k, 60k 35k etc.
They don't know that poor people are more than the rich

...Apple...

dominique:
Apple going the way of blackberry?

...BlackBerry...

thespokenword:
You are liers - you are compelled to stagger the price because your markets have been hit by China , remarkably Hauwei, and that leaves you with no choice than to drop the price. So what you are obeying is the fundamental law of pricing- the higher the price ,the better such is left for Davido to purchase. How many OBO do we have in Nigeria?

...liars...

seunfly:
[b]Nothing last [/b]forever, now apple has woken up to smell the coffee.

Nothing lasts...

Smily202:
Although am Apple fan from beginning but people has come to realize that Apple Phones has nothing else to offer rather than hype.

Phone you can only move around without tweaking to suit your taste (don't tell me jailbreak cuz it will mess up the phone)

Nevertheless, I still use both Samsung Android for tweaking and IPhone for class.

...I'm...people have...Apple phones have...

Apple must crumble and die in Jesus name..
Blackberry will feed on their carcass.

They ruined smartphone market with their useless branding and pricing.


Premium phones like Samsung shouldn't normally cost as much as they are now, but everyone wants to copy apple cos its working for them.

Now that Xiaomi,Huawei and other android phones are taking over

BLACK MAN : iPhone gives me class.
SENSIBLE MAN : any good phone that meets my needs is okay.

dryakson:
How I wish apple will start producing midrange phones of let's say 40k, 50k, 60k 35k etc.
They don't know that poor people are more than the rich

When their ordinary powerbank cost 46500 naira.

GrammarNazi1:

...I'm...people have...Apple phones have...

Thanks.

GrammarNazi1:
...I'm...people have...Apple phones have...

Captain.

so when is iphone 7 come down to 35k? may b i can buy one.

i love my andriod!!!!

Good news for people who have never touched an iPhone, and are dying for one.

Nothing spectacular about it sef.

I never liked iPhones anyway

GrammarNazi1:

...I'm...people have...Apple phones have...

Teacher, too bad you can't correct me cause I never make a mistake.

IdreamOfUnicorn:
I never liked iPhones anyway

or you can't afford one

temple25:
so when is iphone 7 come down to 35k? may b i can buy one.

i love my andriod!!!!

I love my *Android

UrbanExotica:
or you can't afford one

There are many things I could do with money right now and iphone ain't one of them.

Samsung is feeling the heats already.... Naw Samsung quickly introduced mid-range phones Samsung M10, Samsung M20.

GrammarNazi1:

...BlackBerry...

Collect one

ok. please let us know when they reduce the price to $100 - $200

for now i'm still proudly rocking my 20k china/london used "infocus" phone
Bet y'all never heard of that name before