Other Apple just announced a new iOS device with Touch ID...

[ftaok]

Have Apple explained publicly the main aim being it’s profitability then?

All their marketing is emphasising the fact it’s a small phone with the power of an iPhone 6S.

Around the time it was released there was a lot of media stories and discussion asking for a smaller iPhone so I do actually think they recognised this market existed and used an older design to capitalise. A small phone was the very essence of its incarnation.

Not trying to argue the point, but you had said "unique" feature, which means [bold]only[/bold]. I disagreed with this. I do think that Apple did want to address keeping a smaller phone in the lineup for those who prefer the smaller size. I don't dispute this. My assertion is that Apple's main driver is to produce an iPhone situated at the bottom of the lineup that they can make a good profit on. The fact that the SE used existing components and production lines helped to keep the manufacturing costs low, therefore allowing Apple to sell the SE at the $350-400 level and still make good profits.

As to whether Apple would go out of their way to advertise that the SE provides large margins, that's ridiculous. No one would do that. They market design decisions as "features". They had a process to manufacture the 5-series components running like a top, so it made sense to put relatively current parts in it to make the SE. It's good business sense.

Here's what I think they'll do if they make an SE2. They'll keep the 8, and get rid of the 6s and probably the 7. They'll make the SE2 in the 6/7-body with a mix of 7 and 8 components. The SE2 and 8 would be sufficiently differentiated by the aluminum shell vs. SS/glass body.

Could they surprise me and make an SE2 that in the 5-series body with 7/8 components? Sure, but my guess is that won't happen. I don't think Apple sells enough SE phones to justify keeping the 5-series production lines going. But who knows. Maybe they'll tinker with the idea of manufacturing the SE in the USA and they need a product that sells in the 20-million range and is a well understood process. The marketing alone would justify the loss of margin.

ADDED - and to address your question as to whether Apple has publically explained their feelings about profit margin, the answer is yes. They do it every 4 months in the form of their Earnings call. They make a big deal about the company's overall profit margins. They explain the reasons why the iPhone's margins are going up or down. They talk a lot about where they want the iPhone's margins to be. It's not explicit, but they do state these things publically. Just not in bold type on their website.

 

[apolloa]

New iPad 9.7" with Apple Pencil Support

Suggesting Touch ID will be a thing for Apple for another 3-4 years at least.

After iPhone X, I know plenty of people were betting on no new hardware with Touch ID ever again... I wouldn't be surprised if an iPhone SE in some format (maybe even the current 6/7/8 body) with Touch ID were released

Yeah it will be certainly interesting to see what the new SE is like, if they make one.

 

[The-Real-Deal82]

Here's what I think they'll do if they make an SE2. They'll keep the 8, and get rid of the 6s and probably the 7. They'll make the SE2 in the 6/7-body with a mix of 7 and 8 components. The SE2 and 8 would be sufficiently differentiated by the aluminum shell vs. SS/glass body.

Could they surprise me and make an SE2 that in the 5-series body with 7/8 components? Sure, but my guess is that won't happen.

I certainly hope you’re wrong, I don’t see the point in another standard size iPhone alongside the rest. I’d rather them continue the smaller form factor to meet demand. My wife for one hates iPhones bigger than the SE. She had an iPhone 6 for two years and hated it. Her and most of her friends jumped on the SE when it was launched. I work with a couple of blokes who own the slate grey SE as they love the size. I think it’s got enough popularity judging by the support online too. Let’s hope they keep it.

 

[44267547]

I don't think Apple sells enough SE phones to justify keeping the 5-series production lines going.

You do realize that the iPhone SE is a global phone? It’s primary intentions were for India and Asia, to have a more affordable device across the globe where devices like the iPhone X are priced exorbitantly. The misconception about the SE is that Apple strictly bought it back just because the consumer wanted a 4 inch form factor, When it’s more than that. Apple doesn’t even market the SE at all, but they don’t need to in the sense of its real intentions of what the SE is used for. Apple will retain iPhone SE in the lineup for at least another year through 2018/2019, which they may or may not update the SE at all, but it doesn’t necessarily need to be either.

 

[DNichter]

This is what I was expecting. Keep it around on the budget models (iPad and SE) and move on to Face ID for the premium models.

 

[The-Real-Deal82]

I’d rather they keep touchID on the mid tier iPhones too if it keeps the price at sub £800 level. If they are putting faceID into the mid tier at the expense of 3DTouch then I know which is more important for me. Sod faceID for now and give me the other feature that is more useful to me daily.

 

[ftaok]

You do realize that the iPhone SE is a global phone? It’s primary intentions were for India and Asia, to have a more affordable device across the globe where devices like the iPhone X are priced exorbitantly. The misconception about the SE is that Apple strictly bought it back just because the consumer wanted a 4 inch form factor, When it’s more than that. Apple doesn’t even market the SE at all, but they don’t need to in the sense of its real intentions of what the SE is used for. Apple will retain iPhone SE in the lineup for at least another year through 2018/2019, which they may or may not update the SE at all, but it doesn’t necessarily need to be either.

Of course I realize that the SE is a global phone. My premise is that Apple will continue to have an "SE" in their lineup at the current price point ($350-400). My assertion is that at some point, it's going to cost Apple more to keep the 5-series production lines in operation than it would to build "SE" on a 6-series production line. It's gonna happen some day. I think it'll happen on the next revision of the SE.

This whole discussion hinges on the OP's first post where he surmises that the next SE will be built on the 4.7" platform. I agree with that ... others disagree. That's all.

BTW - it's not nice (or fair) to clip out one line of a post and take it completely out of context.

 

[eyeseeyou]

Having to lift up your ipad or hover over the face id to be in the perfect position for your face to be scanned would be a horrible UX imo especially with the 12.9 version.

 

[44267547]

Of course I realize that the SE is a global phone. My premise is that Apple will continue to have an "SE" in their lineup at the current price point ($350-400). My assertion is that at some point, it's going to cost Apple more to keep the 5-series production lines in operation than it would to build "SE" on a 6-series production line. It's gonna happen some day. I think it'll happen on the next revision of the SE..

If Anything, Apple will retain the current iPhone SE in their lineup through another year and perhaps reduce the price point. The whole point of the SE in the first place was to make it affordable and markets for Asia and India. It doesn’t necessarily need to be updated, but it certainly suffices for its current platform.

BTW - it's not nice (or fair) to clip out one line of a post and take it completely out of context.

That one line I highlighted out of your post caused you to reiterate what you were referring to, but you wouldn’t know that I took it out of context intentionally because I didn’t understand your own interpretation. It was merely used as a reference strictly because you weren’t clear enough in your prior post, not everybody shares your rendition specifically what you were referring too, which is why I asked you if you realized iPhone SE is a global iPhone.