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Apple unveils smaller, cheaper iPhone

March 21, 2016 | 2 min read

Apple has downsized the IPhone in the hope of opening up gaps around its larger devices in an attempt to combat an expected slowdown in demand in 2016.

The iPhone SE is pitched at those consumers in emerging markets where smartphone penetration is already relatively high, though will be looking to drive demand at the lower end of the spectrum. It has the same processing and graphics capability of the larger Apple 6S and can also record 4K video.

Priced at the £277/£346, the iPhone SE is the “most affordable” device Apple has ever released, the company said. It will go on sale in 110 countries alongside a smaller version of the iPad Pro, which has a 9.7 inch screen – the same as the original iPad.

Dom Waghorn, customer experience director, at digital agency Syzygy, said: “This launch looks to be about volume rather than innovation. The expected lower-priced iPhone will help Apple reach more pay-as-you customers along with emerging market consumers. But it won’t help them grow their reputation as the leader in groundbreaking - but usable - product design. What will be more interesting is how Apple approaches the new frontiers – such as VR and in car technology. Samsung, Sony and Google will be looking to steal a march here.”

For a full recap of the event read The Drum's live blog here.


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