'Apple should make cheaper iPhone' says former CEO John Sculley

In an interview, Sculley has said that Apple needs to make a cheaper iPhone to address demand from emerging markets

Former Apple CEO John Sculley has said that the company should focus on making a cheaper iPhone for emerging markets.

In an interview with Bloomberg Television on Tuesday, Sculley said that Apple need to overhaul its supply chain to meet demand for cheaper smartphones in emerging markets such as India.

"Apple needs to adapt to a very different world," said Sculley. "As we go from $500 smartphones to even as low, for some companies, as $100 for a smartphone, you've got to dramatically rethink the supply chain and how you can make these products and do it profitably."

Sculley's statement comes as Apple saw its share price dip below $500 per share in trading on Monday after a controversial Wall Street Journal story on Sunday evening claimed that the company had halved its component orders for the iPhone 5 due to weak demand.

Sculley points out that the increase in popularity among competitors such as Samsung could be contributing to a decrease in demand for the iPhone 5, noting that the difference between Apple's products and its rivals' has lessened.

"Samsung is an extraordinarily good competitor," said Sculley. "The differentiation between a Samsung Galaxy and an iPhone 5 is not as great as we used to see."

But Sculley did say that he believes Apple CEO Tim Cook's supply-chain expertise makes him "exactly the right leader" for the company, which is expected to begin a biannual product cycle for its devices this year.

The latest reports suggest that Apple's cheaper iPhone, often dubbed iPhone mini, could have a see-through plastic design that is manufactured in the US in order to maintain low-costs.

Last week, Reuters reported that Apple's Phil Schiller had dismissed the idea that Apple would launch a cheaper iPhone, but that report was later withdrawn, reigniting speculation that such device would arrive this year.

SEE: iPhone mini release date, rumours and leaked images

See also:

Former Apple CEO John Sculley: 'People underestimate how well Apple is run'

Television market is 'Apple's game to lose' says ex-CEO John Sculley

Apple faces tough choice on cheaper iPhone

Apple analyst reduces AAPL targets on cheap iPhone margin concerns

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags iPadsmartphonestabletsAppleiPhonehardware systemsconsumer electronicswall street journalBloomberg

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Ashleigh Allsopp

Macworld U.K.
Show Comments

Brand Post

Bitdefender 2018

Secure and Save before time runs out with Bitdefender Exclusive Clearance Offer! Get Bitdefender Total Security 2018 Now!

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?