Apple's latest smartphone, the iPhone SE, is available in South Africa today from the iStore.
The new device, positioned by the company as the iPhone for emerging markets, will be priced between R8 499 and R10 499.
Apple created a smaller smartphone, the same size as its 4-inch iPhone 5S (R5 999), with the capabilities of the one-year-old 4.7-inch iPhone 6 (R11 999).
The iPhone SE features an A9 chip with 64-bit desktop-class architecture, the Touch ID fingerprint sensor, a 12MP iSight camera, a FaceTime HD camera with Retina Flash, Live Photos, LTE and fast WiFi, iOS 9 and iCloud.
The 16GB iPhone SE will cost R8 499 and the 64GB version is priced at R10 499.
The iStore is also offering trade-in specials. If a customer brings in an older iPhone or Samsung Galaxy phone, they will receive up to R8 000 back in iStore vouchers. The vouchers can be used towards the iPhone SE trade-in.
Arthur Goldstuck, MD of World Wide Worx, said at the launch of the iPhone SE last month: "It is hard to see where the iPhone SE will fit in the market. Apple has positioned the phone as an 'exciting new idea', but it is not."
Goldstuck believes the mid-level small screen smartphone market is already well fleshed out.
The iPhone SE represents Apple's second bid for the crowded mid-tier market after an unsuccessful foray three years ago, with the iPhone 5C. The 4-inch 5C had a plastic backing and came in five different colours which immediately identified it as a cheaper model.
"The 5C lacked the aspirational appeal of the S models," said Brian Neilson, director at BMI-TechKnowledge.
The iPhone SE has a metal backing and comes in the popular rose gold colour, as well as silver, gold and space grey.
Apple is still expected to introduce a top-of-the-line, large-screen iPhone 7 later this year. The company now appears to be following a two-pronged approach to attack the top and middle of the smartphone market.
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