Apple marketing boss Phil Schiller has struck down speculation that the company was developing a low-price iPhone.
According to translations of a report by the Shanghai Evening News, Schiller said that the company would not be cutting corners on its flagship smartphone in order to bring a lower price tag.
Schiller is reported to have said that "despite the popularity of cheap smartphones, this will never be the future of Apple’s products."
Schiller's comments come amid a fresh round of speculation about the next iPhone. Reports have suggested that the company could, among other things, be considering multiple screen sizes for the iPhone and an expanded line of colour options.
Apple has long been known for the premium prices its hardware offerings command. Teardown reports have found that the company often commands a better price margin than competitors.
Apple has long maintained that it will not compromise the quality of its products to slash prices, with founder Steve Jobs once saying that Apple "didn't know how" to build cheap products.
While Apple is looking to distance itself from the discount smartphone market, other vendors are looking to expand their presence in the space. Intel recently unveiled plans to build chips for budget handsets in hopes of establishing a presence in developing nations.
Recently, Ericsson chief executive Hans Vestberg suggested that low-priced handsets and legacy networks were necessary for many countries where high-end smartphones were restrictively high-priced.