Apple launched its cheapest iPhone, at Dh1,699, on Wednesday to attract budget-conscious buyers as it attempts to wrestle market share from rivals Samsung and Huawei.
The new phone is the second-generation iPhone SE. An initial model was launched in 2016 with a starting price of Dh1,466, but was discontinued in September 2018.
“The first iPhone SE was a hit with many customers who loved its unique combination of small size, high-end performance and affordable price,” said Phil Schiller, the company’s senior vice president of worldwide marketing.
“The second-generation iPhone SE builds on that great idea and improves on it in every way … including our best-ever single-camera system for great photos and videos, while still being very affordable.”
A cheaper offering may help Apple to compete with mid-range smartphones from rivals Samsung and Huawei and to meet its goal of 200 million shipments in 2020.
It is the first time that Apple, which typically unveils its phones in September each year, has launched a new phone without one of its showcase public events.