Launched just under three weeks ago, the new iPhoneSE does not meet with the expected success. We learn from several sources that the device would sell much less well than expected, to the point of pushing Apple to significantly reduce the orders placed with its subcontractors for this new entry-level iPhone, sold from 529 euros in France.
According to information from Nikkei Asiarelayed by CNBC, Apple would have already reduced the production of the smartphone by 20%. More concretely, between 2 and 3 million units would therefore leave the factories less over the next quarter. Nikkei further specifies that Apple would also have ordered 10 million less AirPods for the whole of 2022. It is not known, however, which AirPods models are affected.
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An arduous entry into the market for the iPhone SE 5G
The poor sales of the iPhone SE 2022 can be explained by the combination of several factors. First, the global context is not favorable to Apple’s new “affordable” iPhone. The device came on the market shortly after the start of the war in Ukraine and in the midst of inflation. It also makes its debut as China experiences a sharp resurgence of Covid-19, leading to the re-lockdown of many cities and tens of millions of people.
Added to this unfavorable context are the flaws of the iPhone SE 2022 itself. This new model evolves very little compared to its predecessor launched in 2020, which was however dated in many respects. It takes up a large part of its technical sheet and specifications, all the same adding a new A15 Bionic processor (the same as on the iPhone 13 and 13 Pro) and 5G connectivity.
Two additions that do not necessarily weigh very heavily to excuse the design of the device (now archaic because inherited from the iPhone 8 launched in 2017), its aging photo part and especially its price. The arrival of 5G on this model has indeed pushed Apple to raise its price by around forty euros. This price placement harms the competitiveness of the device against smartphones from Samsung and Chinese brands in certain key markets, such as India. Markets on which Apple nevertheless relied heavily to sell this new iPhone SE 5G.