Apple has no interest in the budget market, according to product marketing executive Greg Joswiak.
Speaking at the Code/Mobile conference, Joswiak said that one of the mistakes that the company made in the 90s was making cheaper products when trying to gain market share rather than focusing on the experience. He added, “You make that mistake once in your life, you're not going to make it twice".
Joswiak said that Apple is now focused on making the best products with the best experience. He explained, “We [believe] that if we make a better product and a better experience, that there will always be a healthy market for that.” Interestingly, he added that a healthy market doesn’t necessarily mean that Apple has to be a market-share leader.
Those hoping for a cheap iPhone will be disappointed. Clearly, Apple has no interest in attacking every segment of the smartphone market, as Android smartphone manufacturers seem to. Of course, the iPhone’s more premium price hasn’t deterred customers from buying Apple’s latest and greatest devices.