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The Real Reason Apple Made the iPhone SE So Cheap

Apple is all about services now

The black iPhone SE.
The iPhone SE was released earlier this month starting at $399 for the 64 GB model. Photo: Apple

Over the past few years, Apple has methodically pivoted its business strategy away from getting you to replace your iPhone as frequently as possible. Instead, it’s maximizing the money it makes in a different way: selling you subscription services and accessories that work with the iPhone.




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Owen Williams

Owen Williams

Fascinated by how code and design is shaping the world. I write about the why behind tech news. UX Manager @ Shopify.

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