Apple has brushed aside reports that it plans to imminently launch a cheaper and smaller iPhone to challenge the growing threat of affordable Android phones.
Rumours of the so-called ‘iPhone mini’ have been doing the rounds for eons now, but hit fever pitch in recent weeks amid forecasts from several leading industry analysts that not only is it incoming, it could land this very year.
However, Philip Schiller, Apple’s senior vice president of worldwide marketing, has dismissed these as nothing more than idle speculation.
In an interview with a Chinese newspaper Shanghai Evening News, he said: “Despite the popularity of cheap smartphones, this will never be the future of Apple’s products. In fact, although Apple’s market share of smartphones is just about 20 percent, we own the 75 percent of the profit."
To make his point clear, he explained that "every product that Apple creates, we consider using only the best technology available.
“This includes the production pipeline, the Retina display, the unibody design, to provide the best product to the market."
Schiller’s comments come hot on the heels of two separate reports by the Wall Street Journal and Bloomberg, citing the usual ‘sources familiar with plans’, that Apple is likely to launch the iPhone mini as soon as this year, as part of its goal to penetrate emerging markets where low-cost smartphones are in massive demand.
It’s clear that Apple, even if it currently has no cheap iPhone model in the pipeline, simply does not want the rumours get out of hand like they did for the iPad mini before it even materialised into a real product.
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