It's not just the average Joe who thinks Apple Inc.'s (AAPL) $999 iPhone X is super expensive. 

Uber's chief brand officer, Bozoma Saint John, who joined the reeling start-up in June, said she experienced some sticker shock when she realized how much the 10th anniversary edition phone would cost. Apparently that wasn't enough for the top Silicon Valley exec to spurn the iPhone X, though, because Saint John said she still plans on buying the phone.

"I love my gadgets...and I am in love with the new technology, the Face ID, and these other things, so I really want it, but it's $1,000. It's a lot of money," Saint John said at Recode's Code Commerce event in New York City on Thursday. "But I love the product so much, I feel like I'm gonna do it anyway." 

Uber's Chief Brand Officer Bozoma Saint John.
Uber's Chief Brand Officer Bozoma Saint John.

Prior to joining Uber, Saint John worked in top marketing positions for PepsiCo (PEP) and headphone maker Beats, eventually landing the role of Apple's head of global and consumer marketing for iTunes and Apple Music after Apple acquired Beats. 

Apple unleashed its top-of-the-line iPhone X on Tuesday as part of its annual launch event. Consumers may balk at the hefty price tag, but Apple claims it's justified by the device's premium features, including its edge-to-edge OLED screen. That didn't stop some analysts from labeling it as a "rich person's phone" that's targeted for people who only "care deeply" about how their phone looks. 

The $999 iPhone X (pronounced 'Ten') represents a major step up for Apple -- not only in price, but in features, too. In addition to the new screen, the X adds facial recognition technology, wireless charging and various AR capabilities. Those looking to get their hands on one will have to wait a while, however, because the phone isn't available for pre-order until Oct. 27, and won't ship before Nov. 3. 

Apple released two other new phones on Tuesday that were cheaper, albeit being somewhat less exciting. The $699 iPhone 8 and $799 iPhone 8 Plus serve as modest upgrades from the iPhone 7/7 Plus, packing an improved LCD screen and camera, a 3D sensing chip and a faster processor.

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