Prior to the iPhone 5c launching last year, there were rumors that the iPhone 5c would be a budget smartphone from Apple meant to capitalize on the demand from emerging markets for affordable handsets. When the device launched, it was cheaper than the iPhone 5s, albeit not by much, and definitely nowhere near the “affordable” category.
An analyst later opined that a cheap iPhone would be an “insane idea” and those sentiments were recently echoed by Apple’s VP of iPhone, iPod, and iOS marketing Greg Joswiak. He had recently spoken at Re/code’s code/mobile conference and according to Joswiak, a cheap iPhone is definitely not on the horizon for the Cupertino company.
“[S]ome of it was trying to do things like making cheap products that were chasing market share instead of chasing a better experience.” He later adds, “Maybe it is naïve, but 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.”
If anything Apple has been criticized for making their products pretty expensive, at least compared to most of the competition. However despite those criticisms, Apple has enjoyed massive sales in countries such as China which is considered a key market by the company.