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No Cheap Phones -- Or Cheap Macs -- For Us, Says Apple's Greg Joswiak (Video)

"You make that mistake once in your life, you’re not going to make it twice."

Asa Mathat
Peter Kafka covers media and technology, and their intersection, at Vox. Many of his stories can be found in his Kafka on Media newsletter, and he also hosts the Recode Media podcast.

Many smart people have argued that Apple has to make a low-cost iPhone in order to compete with Google’s Android. Apple has yet to listen to those people, and product marketing executive Greg “Joz” Joswiak says it won’t.

Here’s an excerpt from his discussion about pricing and market share at the Code/Mobile conference, speaking onstage with Walt Mossberg and Ina Fried:

“Backstage, we were talking about some of the mistakes Apple made in the ’90s, and some of it was trying to do things like making cheap products that were chasing market share instead of chasing a better experience. You make that mistake once in your life, you’re not going to make it twice.

“Our goal is to make the best products with the best experience. And we’re trying to make sure that we are delivering on that, and by and large we do. Our customer satisfaction rate is higher than anybody’s. We have no shortage of either developers or customers … 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.”

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