If he (COOK) was being truthful ... he'd lower the exhorbitant pricing of the X, XS, XS Max and even the XR, 8, 7 remaining models.
Absolutely strupid that Apple thinks these full retail prices over $1000 is sustainable. Something is going to give ... will it be Apple's Stock (we already know the answer to that; bye-bye 1trillion valuation), The Board members, or Cook (of who sits on the board but nobody's job is protected, not nobody, not nowhere, not now-how; unless your chief of military or a dictator/emporer or crown prince)!