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The iPhone 11 series has been on sale for a while, but Apple CEO Tim Cook is still not idle. Recently, Cook started his annual trip to Europe. In Berlin, Germany, in addition to communicating with developers and visiting the Apple Store, Cook also responded to a series of recent concerns in an interview.

At the headquarters of the German startup Blinkist, Cook accepted Germany Interview with magazine Stern, talked about the pricing of the iPhone 11, the media business Apple TV +, and the Monopoly of the App Store.

Price pricing for iPhone 11

This year, Apple lowered the starting price of the new iPhone 11 to 5,000 yuan, which is also down by $50 compared to the iPhone XR, which was also positioned last year (the decline in China is 1,000 yuan).

For far more than the previous price cuts, Cook said that Apple has always hoped to expand the scale of the service business by lowering the price of the iPhone.

We have been trying to keep prices as low as possible. Fortunately, we are able to lower the price of the iPhone this year.

The effect of price cuts is also immediate. The sales of iPhone 11 on the first day of pre-sales increased by 335% and 480% respectively compared to iPhone XR, and the sales volume exceeded 100,000 in less than 10 days. Cook is also excited. Representation:

iPhone 11 is very popular in the Chinese market, and Apple is rushing to add orders.

Although Apple has not released booking data, due to the popularity of the iPhone 11 series, many Apple analysts are selling this generation of iPhones. Optimistic attitude.

Tianfeng Securities AnalystGuo Minghao raised the expected shipments of the new iPhone in 2019 from 65-70 million to 70-75 million, and several investment bank analysts also obtained similar predictions.

As previously described in the article Analyzed, Apple’s new pricing strategy also carries Apple’s new expectations for the iPhone business. Whether it’s a series of subscription services coming soon, or wearables such as AirPods and Apple Watch, the iPhone’s role is indispensable.

Improving iPhone sales is still important to Apple. It’s much more than just a hardware device, it’s the core of Apple’s ability to maintain an entire ecosystem.

About Apple TV +

At this year’s Apple Autumn Conference, Apple also officially launched the streaming media platform Apple TV+, which is expected to be available in more than 100 countries around the world on November 1. The price is also $4.99/month, which is better than Netflix. The streaming media platform is lower.