iPhone SE
The iPhone SE launched March 31, 2016 for $399 as Apple’s affordable compact phone, reviving the iPhone 5s form factor (4” screen) with iPhone 6s internals (A9 chip, 12MP camera, Live Photos). The SE targeted price-conscious buyers and small-phone enthusiasts who rejected the 4.7”+ trend.
Budget iPhone Strategy
The SE undercut iPhone 6s ($649) by $250 while delivering 95% of the flagship experience. Apple recycled iPhone 5s chassis tooling, minimizing costs. The $399 price made iPhones accessible to emerging markets (India, Brazil) where Android dominated due to price.
Small Phone Last Stand
The SE represented the last gasp of one-handed usability: 4” screens fit comfortably in pockets and thumbs reached all corners. Power users loved the compact size for running, gym, and travel. Critics argued 4” was too cramped for modern apps designed for 5”+ screens.
iPhone SE 2020 & 2022
iPhone SE 2nd gen (April 2020, $399) abandoned the 4” screen for iPhone 8 chassis (4.7”), gaining wireless charging and Portrait Mode but losing the headphone jack. The A13 chip (from iPhone 11) made it the fastest $399 phone by far. Sales exceeded 25+ million in year one during COVID.
iPhone SE 3rd gen (March 2022, $429) kept the iPhone 8 design but upgraded to A15 chip (from iPhone 13) and added 5G. Critics panned the outdated design (thick bezels, tiny battery, no Face ID) when $449 Android phones offered modern full-screen OLED displays.
Market Position
The SE proved Apple could sell iPhones at affordable prices without cannibalizing flagship sales—budget buyers and flagship buyers barely overlapped. The SE 2020’s success during pandemic lockdowns showed lasting demand for small, reliable, long-supported phones.
Sources:
- Apple iPhone SE announcement, March 21, 2016
- Apple iPhone SE 2020 announcement, April 15, 2020
- Consumer Intelligence Research Partners iPhone sales mix data