Dan Pražák In response to yesterday's publication not exactly favorable financial results of Apple for Q1 2019, the company intends to reduce the prices of the new iPhones XS, XS Max and XR. The news was announced by Tim Cook in an interview for the agency Reuters and added that the price changes will apply to foreign markets outside the United States.
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Amaya Toman According to Cook, Apple has re-evaluated the strategy of how iPhone prices were calculated in currencies other than the dollar. Precisely because of the unfavorable exchange rates of foreign currencies against the dollar, the price of apple phones also increased in direct proportion. In some markets, the new models were unnecessarily expensive, as Apple determined the prices according to the values in the American currency.
That will now change, and the company will discount the new iPhones so that their prices reflect last year's prices for the previous models. According to Apple, the markets where the exchange rates were unfavorable and prices increased were among the weakest in the last fiscal quarter, and apple sales there fell significantly year-on-year. From the new strategy, the giant from Cupertino promises better sales and increased sales of its phones.
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Cook has not yet revealed in which markets the price reduction will take place. It is therefore a question whether the new approach will also affect the Czech Republic, but it is likely. Here, Apple could lower the price of the iPhone XR in particular, specifically so that its price corresponds to last year's price tag of the iPhone 8, which started at 20 crowns. The iPhone XR currently costs 990 crowns, so a discount of 22 CZK would only be welcome.
