As Apple Inc looks to reverse a decline in worldwide sales of its most important product, the technology company has unveiled a smaller, cheaper iPhone aimed at new buyers, especially in emerging markets like India and China.
The new device, called the iPhone SE, has a 4-inch (10-cm) screen and starts at a price of $399. It represents Apple’s second bid for the crowded mid-tier market after an unsuccessful foray three years ago. The iPhone SE is reported to be a replacement for the iPhone 5s series.
The new phone, with Apple’s vaunted A9 chip, doubles the speed of its previous attempt at an entry-level phone, the 5s, launched in 2013. It also runs Apple Pay and comes in the wildly popular rose gold colour.
The more compact phone design comes after its expanded the size of the screens in its high-end iPhone 6 and iPhone 6 Plus phones in 2014 to as large as 5.5 inches. That was broadly seen as an attempt to match rival Samsung Electronics with its large-screen Galaxy phones.
The company also revealed that it fully runs on renewable energy in 23 countries. Apple has built a machine called Liam that can deconstruct iPhone into components to recover high quality materials and reintroduce them into the supply chain.