https://www.theguardian.com/technology/2017/sep/12/tim-cook-apple-ceo-products-arent-for-the-rich-steve-jobs-iphone-x-smartphone-1000-dollar

In interview CEO says Apple isn’t a ‘high-margin’ company on eve of the launch of what’s expected to be its first $1,000 smartphone, the iPhone X

Apple’s Tim Cook has given a rare wide-ranging interview in which he defends the company’s record of expensive products, subtly rebukes Google for its lack of respect for users’ privacy, and reveals that Steve Jobs once spent $10m on creating an iPad textbook just to show he could.