Narrative violation for the pundits and analysts who claimed that Apple would permanently restrict itself to a glitzy luxe segment because... Apple.

Just like Nokia & Motorola before it, here come the cheapo devices.

Cc @teroterotero @asymco https://www.wsj.com/articles/apples-new-399-iphone-se-long-live-the-small-screen-and-home-button-11586962800">https://www.wsj.com/articles/...

I predict a firestorm of articles claiming that this is some kind of genius, incredible Sun Tzu move by Apple.

It& #39;s just standard portfolio planning that happens with every mass market smartphone vendor. Even mighty Apple could only defy gravity for so long.

Just like Samsung has Galaxy and the A series, Apple has had to segment the market.

Once you sell enough phones, affordability really starts mattering and becomes the route to further volume