Apple reduced the size of its flagship

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Apple reduced the size of its flagship

Apple responded with smaller Smartphones on the weakening sales. The group has now introduces the iPhone, the SE is smaller and cheaper than its predecessor. So Apple advertises especially to customers in emerging markets.

On Monday Apple has unveiled at the company’s headquarters in Cupertino, Calif., its new iPhone SE. It will cost US $ 399, which is significantly cheaper than the iPhone 6, which is available for 699 US dollars. In Germany, it costs 489 euros. The most striking features of the new device is the size: It is equipped with a Four-Inch Display is smaller than its predecessor.

Apple Vice President Greg Joswiak, said that many customers had requested a smaller and more manageable model. Also smaller and cheaper, the new iPad comes. In comparison to the previous model, it has a 9.7-Inch Display (instead of 12.9 Inches) and will cost 599 instead of $ 800.

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Market Offensive in Asia and Africa

In the Christmas business, the technology giant in iPhone sales after a long time, double-digit increases came only a Mini-Plus of 0.4 percent. To 74,8 million all-rounder walked in the world but still have phones on the shelves. For the current quarter, the Steve Jobs-founded company is expecting the first decline in the sales launch of the iPhone in numbers since the market nine years ago. The iPhone represents approximately two-thirds of Apple’s revenue.

“The iPhone SE could represent a new buying incentive for current iPhone holdouts, who don’t want a large phone,” said chief analyst Bob O’donnell of market analysts Technalysis Research. With the new iPhones, Apple wants to appeal to, so the market, suggest observers, especially to customers in emerging countries such as India, the Middle East, Africa, and China – currently the world’s largest Smartphone market.

Tomorrow it’s back against the FBI

Already on Tuesday, may at Apple the focus, however, on the ongoing legal proceedings with the US authorities. Then a hearing before the court. The background is that the justice wants to force to the Ministry of Apple by a court judgment, to decrypt the iPhone of the assassin of San Bernadino for the investigator and to write a new Software, to the password protection. Apple fights back against it.

dk/se (afpe, rtre, rtrd)