Small is beautiful: Apple

Apple unveils the smaller, cheaper iPhone SE
Apple unveils the smaller, cheaper iPhone SE

Apple has unveiled the smallest smartphone in its recent lineup on Monday. Its latest smartphone was a revamped version of its 4-inch iPhone 5S but named the iPhone SE.

The screen, smaller than 4.7 inches, is the most portable size since the iPhone 6 series made its debut in September 2014.

Apple believes that certain customers still couldn’t embrace the idea of carrying a large-screen smartphone. At the end of the day, they still think a smaller phone is more convenient.

“Some people simply love smaller phones. And the 4-inch phone is often their first iPhone,” said Greg Joswiak, VP of Apple’s product marketing.

“Some asked and pleaded with us, so we’re calling it the iPhone SE,” he added. Claimed to be Apple’s most powerful 4-inch class phone ever.

Apple hopes that the smaller smartphone will convince those still using an iPhone 5, 5S or 5C, but who do not want a larger phone of the size of the 4.7-inch iPhone 6S or 5.5-inch 6S Plus, to upgrade. CEO Tim Cook estimates that 60% of those using Apple’s smaller iPhones have not yet upgraded to an iPhone 6 or newer, meaning there is a large potential market waiting to be tapped.

As a smaller, premium smartphone, the new iPhone SE has little in the way of competition. Only Sony produces a widely available flagship smartphone with a smaller screen, with the 4.6-inch Xperia Z5 Compact. Other smaller phones made by Motorola, HTC and Samsung are cut-down, cheaper versions with poorer components that target a more budget-conscious section of the market.