Jeff Williams, Apple's chief operating officer, is aware of users' concerns about the cost of their products

jeff williams

As Apple launches a new product to the market, many are the analysts who venture to affirm what are the production and manufacturing costs of their devices, which allows you to obtain an approximate margin of 38% on virtually the entire product range, margins that no other company achieves on its products.

Apple's chief operating officer, Jeff Williams, gave a talk at Elon University on Friday, February 22. During that talk, he spoke about his origins in the company, origins that go back to 1998. According to The Times News, Williams also answered the questions of the students they came and highlighting one especially.

One of the attendees asked if Apple had any plans to lower its prices, having found the seemingly large margins of its products based on analyst reports. Predictably, Williams dismissed those reports, suggesting that the real thing about their product development is never considered in this type of analysis.

Stories come to light about the cost of our products have been the downfall of my existence since the beginning of time. Analysts don't understand the cost of what we do and the care we take to make our products.

He also commented that to design the activity tracker for Apple Watch, Apple built a physiology lab with 40 nurses and 10.000 participants. Still, Williams acknowledged that it is an area that is receiving a lot of attention:

We don't want to be an elitist company. That is not the case, we want to be an egalitarian company and we have a lot of work going on in development markets.

The prices at which we can currently find two of the three new iPhone models have been one of the main reasons Apple's sales have declined.


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