Following the publication of financial results for the first fiscal quarter of 2019, Tim Cook (CEO of Apple) the US company will adjust the price of its iPhone outside the United States.

During a call with analysts and investors, Apple's management team has guided that the strength of the dollar and the fluctuations of the various local currencies have meant that in some markets, Apple products are marketed at a higher price than their predecessorsHowever, with the rebuild, the costs of these currency fluctuations will be partly or totally absorbed by Apple – and not by the final consumer as it has been.

Cook quoted Turkey as an example, local currency in the course of 2018 suffered a depreciation of 33%As a result, sales in the region decreased by approximately $ 700 million in the same period last year. "We have decided to return the prices more in line with the prices we had a year ago, and we hoped to help sell in these areas," Tim Cook told the agency. Reuters,

In both the United States and the European Union, the iPhone XS, its latest model, remained constant with regard to the initial selling price of its predecessor, iPhone X (999 USD / 1 159 EUR). In China, however, the price of iPhone 64GB (8,699 RMB) rose by 4% compared to the iPhone X similar capacity (8,388 RMB). This, coupled with the economic slowdown experienced by a region that suffers from a general decline in consumption, a commercial war with the United States, and other strategic and macroeconomic factors, has caused a decline in the company's overall revenues – including other divisions. 27% year-on-year in the region.

Technology Society did not determine which markets would be beneficial for a new strategy, although Luca Maestri said during a call with analysts and investors that it will not affect the service division.