Apple Vice President Greg Joswiak introduces the iPhone SE during an event at the Apple headquarters in Cupertino, California. Photo: CFP

 

Graphics: GT

US-based technology giant Apple Inc on Tuesday Beijing time launched the iPhone SE, a new, smaller model with a 4-inch display that has the lowest-ever starting price for the flagship phone.

The new model combines the size and design of the iPhone 5s with the latest specifications and capabilities of the iPhone 6s generation, according to Apple.

The iPhone SE offers performance with the same 64-bit A9 chip offered in the iPhone 6s and iPhone 6s Plus, and it has a 12-megapixel iSight camera featuring Live Photos and 4K video, according to information on Apple's website. It supports Touch ID with Apple Pay.

Apple calls the iPhone SE "the most powerful 4-inch smartphone ever."

"Many, many customers have asked for this," said Cook during Apple's launch event at its California headquarters. "And I think they're going to love it."

This phone will further lead Apple into the fastest-growing markets of China and will possibly enjoy popularity beyond Apple's expectations in the domestic market, Li Yi, an expert from the Internet Society of China, told the Global Times on Tuesday.

Wang Yanhui, head of the Shanghai-based Mobile China Alliance, agreed, saying that this new iPhone will help Apple to increase its market share in China as well as diversify Apple's product lines.

Data released by Kantar Worldpanel ComTech in March showed that for the three months ended January 2016, Apple's iOS continued to expand its share in China, remaining the most popular brand and capturing 25 percent of smartphone sales. Huawei was second with 24.3 percent.

The new iPhone SE starts at $399 with 16GB of storage. The top price is $499 with 64GB, Apple said.

This is the cheapest launch price for any new iPhone model, even cheaper than the "budget" iPhone 5C, which costs $549 for a 16GB model off-contract.

Apple plans to enter the medium- to high-end smartphone market of China after having gained dominance in the high-end smartphone market, Li said, noting that "this iPhone SE is Apple's first step to test the medium- to high-end market."

"The release of the iPhone SE will intensify competition with domestic smartphone brands such as those offered by Huawei, Xiaomi and ZTE because their prices are almost similar at about 3,000 yuan ($462), but the iPhone SE is equipped with better specs," Li noted.

"The iPhone SE will also deal a harder blow to brands costing from 2,000 yuan to 3,000 yuan," Wang told the Global Times on Tuesday.

However, Wang said that consumers in foreign countries prefer to use small-screen smartphones while Chinese consumers like larger screens, expressing concern that this phone may get a cooler reception in China than in foreign countries.

Female consumers in China may prefer the iPhone SE's 4-inch display because it is easier to hold, Li said.

"I cannot wait to buy the new iPhone SE after watching the launch event because the new iPhone costs less but offers software just the same as the iPhone 6s," a 20-something white-collar worker surnamed Zhou in Beijing told the Global Times on Tuesday.

"What attracts me more is that this smaller device has rose gold color, which will be quite pretty," she said.

Customers in countries and regions such as Chinese mainland, Hong Kong, Australia, Canada, France, Germany, Japan, the UK and the US will be able to order the iPhone SE beginning Thursday, with availability beginning on March 31, according to the company.

The iPhone SE will be in more than 100 markets by the end of May, the company said.

The iPhone SE will be available in gold and rose gold colors, alongside the more traditional hues of space gray and silver.