Apple COO Jeff Williams: no, our products aren’t priced too high

In a speech at Elon University on Feb. 22, Apple Chief Operating Officer Jeff Williams said he realized some folks thought Apple products were priced too high, but that wasn’t the case, reports The Times News..

During a question-and-answer session after Williams’ speech, one student asked whether Apple had any plans to reduce its prices, and cited a report claiming the iPhone X costs as little as $370 to make but retails for just under $1,000.

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“The stories that come out about the cost of our products [have been] the bane of my existence from the beginning of time, including our early days,” Williams said. “Analysts don’t really understand the cost of what we do and how much care we put into making our products.”