Apple announces new iPhone SE to target mid-range market
Apple has announced a new iPhone SE, relaunching a mid-range brand that had discontinued in 2018.
It resembles the shape of the 2017 iPhone 8 with a 4.7-inch screen and an ID sensor for fingerprints but not a depth camera for facial recognition.
It is powered by the same processor as the flagship iPhone 11 Pro, but it lacks multiple rear cameras.
The laptop costs the same as the original SE in the United States, but is more expensive in other markets.
The iPhone SE is priced at $ 399 in the U.S. and £ 419 in the UK.
An analyst said that having a mid-range phone again could help Apple compete for new customers against competitors such as Samsung and Google, which have a strong presence in that market sector.
“Once you buy an iPhone, you are more likely to buy another,” said Dan Iver of Wedbush Securities.
Despite Covid-19 causing lower demand, smartphone makers continue to release models. Earlier this week, OnePlus unveiled new models and Huawei launched its flagship P40 range last month.
In February, Apple warned that blocking coronavirus in China would have an impact on iPhone production and reduced sales.
Physical stores, including Apple’s, remain closed in many countries.
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But Iver expects the phone to sell between 20 and 25 million units in the first six to nine months.
“Apple’s hands are almost forced to highlight it because it was ready from a supply chain perspective,” he said.
But he added that while competitors may have a similar price tag, “Apple is this golden brand.”
The device supports wireless charging. The resolution of its rear camera is 12 megapixels and can still create background blur in portrait photos, despite missing a second lens. The selfie camera is 7MP.
Mobile phone analyst Carolina Milanesi also said that the appeal of the Apple brand would help him in this price range.
“The second-hand market is quite lively for Apple, so there are users who have never had a new iPhone who will want one and can afford it at this price,” said the creative strategy consultant.
But he also warned: “I think the phone has to make compromises. It can’t be too close to the iPhone 11 or iPhone XR – or what sense does it make?”
The iPhone SE will go on sale on April 24.