Apple’s iPhone SE kick starts mid-tier assault

Apple’s iPhone SE kick starts mid-tier assault

Apple has unveiled the iPhone SE at its keynote event in California.

Retailing at £359, the new four inch device will target the lower end of the mobile market with the US tech giant describing the addition as ‘an important part’ of its smartphone line-up.

The US tech giant explained that its latest device will target consumers looking for their first Apple smartphone, claiming that there is already a significant market for four inch devices.

Apple’s mid-tier focus

Apple’s entrance into the mid-range market has been widely anticipated, following on from the removal of the iPhone 5s from the market.

The US tech giant’s mid-tier assault has previously sparked fears that rival manufacturers could be forced out of the UK market. One industry insider told Mobile: ‘I just hope this move is resisted by the operators - at the moment the high tier is dominated by iPhone. If it begins to dominate the mid to low tier too that would cause a number of players to exit the market.’

The iPhone SE retains many of the features seen in the iPhone 5s and iPhone 6, such as an increased battery life and 4K video recording, but at a significantly lower price point, something which CEO Tim Cook explained its customers had asked for.

Cook continued to say that pre-orders for the new device would begin on March 24. In the UK EE and Carphone Warehouse MVNO iD will stock the device, while Vodafone has revealed plans to stock the newly released iPad Pro.

The Apple CEO said other countries would be announced in due course, with ambitions to ship the iPhone SE to 100 countries by the end of May. 



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