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

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

It'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