Immediately after Apple unveiled its new iPhone SE this week, Beijing resident Li Sheng went online to check out the new phone as a possible replacement for his Huawei Ascend Mate 7.
Li describes himself as frugal and practical. “I never even looked at Apple’s phones — the iPhone 6 or 6s,” he said. “But the moment I saw the price of the iPhone SE and the phone, I wanted to buy one.”
Li is exactly the kind of consumer whom Apple hopes to attract to its new iPhone lineup.
Almost exactly four years ago, Samsung’s marketing boss sat down for an interview and made a claim that seemed almost comical at the time. There was a bit of a language barrier, but the gist of Young-Hee Lee’s bold claim was this: People had been obsessed with Apple’s iPhone line for long enough, and Samsung was going to shift their obsession to Galaxy phones.
If only it were that easy, right? Well, as it turns out, it is that easy when you’ve got a massive smartphone division and tens of billions of dollars to spend on marketing.
At the time of the interview, Samsung had already set in motion a major shift in its advertising strategy that had two goals. The first, believe it or not, boiled down to brand awareness; Samsung was already a consumer electronics giant, but it was hardly the first name that came to mind when Western consumers were shopping for smartphones.
The entry-level version of the new iPhone will remain at its small 16GB storage size, according to reports.
Many had hoped that the cheapest handset would see its internal storage upgraded to 32GB, to make space for the bigger files and increased amounts of media that people store on their device, and to respond to complaints about them being too easy to fill up.
But Apple appears to be focusing more on encouraging users to store data on their servers, in the cloud, rather than using the iPhone’s storage.