Newsletter Issue #989: The “iPhone SE is Too Cheap” Report

April 22nd, 2020

Despite all the critical misgivings, the original iPhone SE was a hit with the audience to which it was marketed. While Apple had moved on to handsets with 4.7-inch and 5.5-inch displays before the spring of 2016, there were millions of customers who thought they were too large. A four-inch display was quite enough, particularly for those with small purses or pockets.

We can argue the value of larger displays, maybe, but the public mostly made its decision. After Apple executives, including marketing VP Philip Schiller, denigrated the large Samsungs and other handsets as being too inconvenient for one-handed use, it was clear that the public just didn’t care. Soon as the iPhone 6 and iPhone 6 Plus arrived in 2014, sales soared. A pent-up demand that Apple wasn’t admitting to was filled.

All right we know that when Schiller was saying no to any iPhone larger than the iPhone 5s, Apple was already designing handsets with larger displays. Typical of Apple, it was all marketspeak. First attack the competitor’s product, then release the “superior” alternative.

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