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Apple iPhone SE starts at $399 unlocked in bid to expand 4-inch smartphone market

"So why are people buying 4-inch iPhones. First, some people simply love smaller phones," said an Apple exec.

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As widely expected, Apple launched the iPhone SE and said there was still a big market for a 4-inch device. At a starting price of $399, Apple is making a move with the iPhone SE for emerging markets and as a second device.

Billed as the "most powerful 4-inch phone ever," Apple is betting that it can boost its lower end of the market. Greg Joswiak, head of iPhone marketing, said Apple sold more than 30 million 4-inch iPhones in 2015.

Earlier: iPhone SE: Can Apple prod customers to buy two iPhones?

"So why are people buying 4-inch iPhones. First, some people simply love smaller phones," said Joswiak.

Key details about the iPhone SE:

  • An A9 processor.
  • The same GPU performance as the iPhone 6s.
  • The design is blockier than its larger siblings.
  • A 12MP iSight camera.
  • It can capture 4K video.
  • NFC radio build it.
  • Faster LTE with more bands.
  • 64GB will start at $499.
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