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.

Speaking to Fortune Magazine, Cook said that he felt the company’s reputation for expensive products was over-emphasised, noting that wouldn’t use the word “high-margin” to describe Apple.

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