Apple Inc on Wednesday (April 15) released a smaller iPhone priced at $399, cutting the starting price for the company’s smartphone line in a move to broaden its appeal to budget-conscious customers as the coronavirus hobbles the global economy.
The lower-cost model could also attract more consumers to Apple services, a growing driver of revenue. Shares of Apple fell 1.1%, less than the 2.8% decline of the S&P 500 index.
The iPhone SE, available April 24, is the second generation of a previous value model. It will start at $50 less than what was previously the cheapest iPhone available, the $449 iPhone 8, which will be retired. The SE comes with a 4.7-inch display and the same processor chip as Apple’s most advanced phone, the 11 Pro. The SE lacks 5G capability and Apple’s facial recognition system to unlock the device, instead relying on a fingerprint sensor similar to older models.
The announcement comes as the United States and much of the world is reeling from the novel coronavirus, although U.S. political leaders have begun to talk about ending stay-at-home orders and restarting the economy, hoping record deaths and falling hospitalizations represent a peak.
Every previous iPhone has been unveiled in a polished presentation in front of fans, but large events remain banned in Apple’s home base of Santa Clara County, California, where public officials ordered the first lockdowns in the United States to slow the spread of the novel coronavirus.
Apple’s cheaper phone reflects the coronavirus-driven economic downturn and job loss.
The cheaper phone enters a cut-throat market for value phones, especially in China, where Apple derives about 17% of sales. While the new iPhone adds features such as wireless charging and a high-end camera, it lacks connectivity for 5G, the next generation of mobile data networks. In China, rivals such as Xiaomi Corp last month announced models with 5G features starting at about $425.
(Production: Nathan Frandino)