Apple CEO Tim Cook Continues European Tour, Talks iPhone Pricing, App Store, Apple TV+ and More in Interview

Apple CEO Tim Cook is in Europe this week, visiting local Apple employees and App Store developers and even attending an Oktoberfest celebration.

Cook was in Munich on Sunday before traveling to Berlin, where he visited the offices of Blinkist, an app that distills non-fiction books into bitesize text and audio snippets, similar to CliffsNotes.

timcookgermaninterview
Cook also sat down for an interview with German news site Stern, and his comments were published today in German.

On the topic of the ‌App Store‌ and an anticompetitive lawsuit the U.S. Supreme Court allowed to move forward, Cook said (based on Google translation from German) that "no reasonable person would ever call Apple a monopolist." He said that offering apps through the ‌App Store‌ isn't a limitation, but at an advantage because of Apple's rigorous ‌App Store‌ policies that keep customers safe from malicious apps and illicit content.

[Translated From German] "Customers buy an experience from us, and this experience includes a trustworthy place to buy apps in which we curate and check all applications. " As a result, many apps would not come to the iPhone, such as pornographic offers, explains Cook. "But anyone can take their iPhone and access that content in the browser, but we do not offer it ourselves."

Cook went on to address complaints about Apple offering its own ‌App Store‌ apps and competing with developers.

We have 30 to 40 apps - versus more than two million others." Cook compares the App Store to a supermarket: "The likelihood that it has its own brand is very high, and who benefits from having another product on the shelf? The customer, and that's a good thing."

On the topic of Apple pricing, Cook said that Apple always tries to keep prices "as low as possible." "Fortunately, we were able to lower the price of the iPhone this year," he said, referencing the $699 price point of the ‌iPhone‌ 11.

Cook also answered questions about Apple TV+. When asked about whether Netflix sees the ‌Apple TV+‌ pricing ($4.99 per month in the U.S.) as a challenge, Cook said that he doesn't think competitors are afraid of Apple. "It's not whether Netflix wins and we lose, or we win and they win. Many people use multiple service and we're trying to become one of them."

Following his meeting with Blinkest, Cook moved on to France and met with Ubisoft and Pastagames and then visited students and professors at Polytech Montpellier. Cook also visited several Apple Stores, including Apple Kurfürstendamm, Apple Odysseum, and Apple Champs-Élysées.



Cook's full interview with German site Stern can be read in its original German (or through a translation) on the Stern website.

Top Rated Comments

Baymowe335 Avatar
59 months ago

The App Store revision process is NOT rigorous, they are mostly concerned with stupid features like "embracing the notch" or "shake to undo", and in-app purchases or subscription models.

Most Apps are loaded with trackers, privacy violations and have a huge size and they let all that slip until a site reports something and they take it down because "they are committed to privacy".

And yes, it is a monopoly because: 1) there are billions of devices and you can ONLY buy/get apps from their store, 2) You have to pay to develop and sell through it, 3) Apple offers no alternative option.
Wow, almost everything you said was nonsense.

Name 10 Apps loaded with trackers.

There are plenty of phones you can buy that don’t use the App Store.

You want to go to Disney World and ride Harry Potter too? It’s called vertical integration. Don’t want to use the App Store? Buy a Samsung, Pixel, LG, or Sony.
Score: 10 Votes (Like | Disagree)
78Bandit Avatar
59 months ago
I don't believe Tim at all when he says Apple tries to keep prices as low as possible. I firmly believe they are set at the level that he thinks maximizes profit, not a dollar more or less.
Score: 7 Votes (Like | Disagree)
rosegoldoli Avatar
59 months ago

The App Store revision process is NOT rigorous, they are mostly concerned with stupid features like "embracing the notch" or "shake to undo", and in-app purchases or subscription models.

Most Apps are loaded with trackers, privacy violations and have a huge size and they let all that slip until a site reports something and they take it down because "they are committed to privacy".

And yes, it is a monopoly because: 1) there are billions of devices and you can ONLY buy/get apps from their store, 2) You have to pay to develop and sell through it, 3) Apple offers no alternative option.
the alternative you seek is android
Score: 6 Votes (Like | Disagree)
matt_and_187_like_this Avatar
59 months ago

I don't believe Tim at all when he says Apple tries to keep prices as low as possible. I firmly believe they are set at the level that he thinks maximizes profit, not a dollar more or less.
These two statements do not contradict each other.
Score: 6 Votes (Like | Disagree)
mech986 Avatar
59 months ago

If TC really believes that Apple keeps its prices as low as possible, then might be care to explain why the Sport Band for AW (two slices of silicone) retails for £49?
It comes precisely made for the Apple Watch, comes with Apple packaging and an assurance of an Apple backed warranty, available through Apple’s website, Apple Store, and affiliated retail partners. Have a problem with it and you have some actual recourse.

Now buy that cheap(er) silicone band from some no name, off shore “brand” from Amazon, eBay, kiosk, guy down the street and what do you get? A cheap band that may or may not fit or hold well, probably cheaper materials, thinner, and what if it breaks? Any returns, warranty, physical store, etc.? Oh, it’s so cheap, it’s disposable, oh well, I’ll just get another...and another. So if it was half price, you get two in one year and it’s the same as one Apple band that lasts more than a year.

Sometimes you do get what you (don’t) pay for.


tim apple must really love the taste of crap, because he does nothing but spews it from him mouth everytime he talks. As in the past, the actual cost of an iPhone is probably around the $190 price point to build it. Throw in a little overhead for "R&D". Although, using the same design 3 years in a row seems to say otherwise in terms of those R&D dollars.
Honestly, they could sell the Phone for $300 easy and still churn a profit with this gen.
Ah, Samsung can probably make the same phone (or even cheaper) and they sell a ton of those $150-300 phones, about 85-90% of their total shipments - guess what, there’s very little margin in those phones despite the potential low costs, and they don’t even pay for the Android OS development while Apple does with iOS.

Just ask Sony, Motorola, Lenovo, Nokia, LG, HTC, even Essential how much profit they make on all their lines of Android phones. Oh yeah, NONE of them make any profits, they all lose money!

Apple works on a profitable and sustainable business model. They offer a high quality product, goods and services, software, hardware, user experience, and gee, they charge for that. People seem to like it, value it, and are willing to pay for it, and in return, they get it for the most part.

It is not Apple’s responsibility to make a “cheap” phone to match your needs, it’s to run a good business that endures and creates and sells products and services that people want AND will pay for. They are successful at that. If you want a cheap phone, you can get it anywhere through a cheap Android maker and model with free Android OS. Lots and lots to choose from too so no excuse on your part. Oh, but you want iOS? You want iMessage or FaceTime? You want a local company store for help? You want the longevity, superior used demand and resale value, and 4-5+ years of actual OS updates that are timely (within 2 days of release)?

Gee, you can’t get all of that with that cheap Android. Say you wouldn’t need it? Heh, just google all the different problems people run into with their Android phones and lame support. Sure, doesn’t mean Apple doesn’t drop the ball too, but at least in many areas of the world, you have a solid chance with Apple.


Noooo, you're wrong. The OP is right.
It would be like you buying a Honda, and then every tire store, auto part store, and mechanic telling you, you have to buy your parts from Honda. All tires are made of the same stupid rubber, but your Honda tires are gonna cost you $400 each rather then buying them at a Walmart auto care for $80 each, for no reason other then Honda wants to be greedy ******s and line their pockets.
Now clearly, this is all made up, and in the real world, no one would EVER stand for such ludicrous non-sense.
SO WHY, do people put up with that BS with apple?

You bought the phone, you should be able to do whatever the heck you want with it. Use whatever software, buy parts from where ever, etc.
Sorry, you used the wrong analogy. Try buying a Porsche. If you want Porsche performance, you buy Porsche parts and Porsche specified suppliers. Sure, you CAN put other makers parts on it, but you may not get the same performance, and if it breaks, Porsche isn’t going to back you up.

Just because you own it (your iPhone) doesn’t mean you aren’t going to screw it up with generic cheaper parts/software, etc. Your jailbreak, off site apps, generic off brand battery (from who knows where), your DIY repairs, etc. may, may, lead to damage, bricking, etc. and you’ve voided your warranty but you want Apple to somehow back you up and fix it. And if they don’t, you badmouth Apple to everyone even though they don’t sanction or support anything you did or want to do.

Do what you want, it’s a free country. But take responsibility for what you do and if you do brick your $700-1000 iPhone, man up, admit it and don’t cry to Apple. Or us. Can’t accept Apple’s corporate desire to avoid those situations by heavily regulating its products and trying to protect its reputation, however carefully cultivated? Then go elsewhere, plenty of “superior” hardware and open source software to play with to your heart’s content.
Score: 6 Votes (Like | Disagree)
Apple Knowledge Navigator Avatar
59 months ago
If TC really believes that Apple keeps its prices as low as possible, then might be care to explain why the Sport Band for AW (two slices of silicone) retails for £49?
Score: 5 Votes (Like | Disagree)

Popular Stories

Delta Feature

Delta Game Emulator Now Available From App Store on iPhone

Wednesday April 17, 2024 9:58 am PDT by
Game emulator apps have come and gone since Apple announced App Store support for them on April 5, but now popular game emulator Delta from developer Riley Testut is available for download. Testut is known as the developer behind GBA4iOS, an open-source emulator that was available for a brief time more than a decade ago. GBA4iOS led to Delta, an emulator that has been available outside of...
iPhone 15 Pro Action Button Translate

All iPhone 16 Models to Feature Action Button, But Usefulness Debated

Tuesday April 16, 2024 6:54 am PDT by
Last September, Apple's iPhone 15 Pro models debuted with a new customizable Action button, offering faster access to a handful of functions, as well as the ability to assign Shortcuts. Apple is poised to include the feature on all upcoming iPhone 16 models, so we asked iPhone 15 Pro users what their experience has been with the additional button so far. The Action button replaces the switch ...
Provenance Emulator

PlayStation, GameCube, Wii, and SEGA Emulator for iPhone and Apple TV Coming to App Store

Friday April 19, 2024 8:29 am PDT by
The lead developer of the multi-emulator app Provenance has told iMore that his team is working towards releasing the app on the App Store, but he did not provide a timeframe. Provenance is a frontend for many existing emulators, and it would allow iPhone and Apple TV users to emulate games released for a wide variety of classic game consoles, including the original PlayStation, GameCube, Wii,...
maxresdefault

Hands-On With the New App Store Delta Game Emulator

Wednesday April 17, 2024 12:19 pm PDT by
A decade ago, developer Riley Testut released the GBA4iOS emulator for iOS, and since it was against the rules at the time, Apple put a stop to downloads. Emulators have been a violation of the App Store rules for years, but that changed on April 5 when Apple suddenly reversed course and said that it was allowing retro game emulators on the App Store. Subscribe to the MacRumors YouTube channel ...
iOS NES Emulator Bimmy Feature

NES Emulator for iPhone and iPad Now Available on App Store [Removed]

Tuesday April 16, 2024 11:33 am PDT by
The first approved Nintendo Entertainment System (NES) emulator for the iPhone and iPad was made available on the App Store today following Apple's rule change. The emulator is called Bimmy, and it was developed by Tom Salvo. On the App Store, Bimmy is described as a tool for testing and playing public domain/"homebrew" games created for the NES, but the app allows you to load ROMs for any...