iPhone SE 2017 Another Example of Apple Doing Less and Less with More and More

iPhone SE 2017

In the midst of me-too products unveiled Tuesday, Apple kept iPhone SE available, but eliminated the embarrassing 16GB storage option on the device. The move falls squarely in the middle of conflicting rumors that Apple would either upgrade it or kill it.

iPhone SE 2017
Apple’s New iPhone SE 2017

iPhone SE 2017, Same as it Ever Was

iPhone SE remains the device that it was, but with double the storage for the same price. The entry level device remains $399, but now comes with 32GB of storage. The second tier is still $449, but comes with 128GB of storage. Processor and other innards are unchanged and remain the same as iPhone 6S.

Head Scratcher

I’ve been scratching my head about this all day. On the one hand, I am delighted Apple nixed the 16GB storage option on iPhone SE. It was useless when it was announced in March, 2016, and I’m glad to see its backside.

On the other hand, I grow ever more weary of Apple hanging on to old technology in its product line. If Apple continues to sell iPhone SE and introduces iPhone SE 2 (or whatever it might be called) at a media event in April, that’s one thing. I’ve long thought selling old models of iPhones at lower prices was an excellent way of addressing lower price points.

I fear, however, that Apple is following the lead of iPad and Macintosh and plans on peddling old technology at new prices with the iPhone SE. If Apple was about to release an updated iPhone SE 2, the company would have lowered the price when it made the storage change. What’s even more likely is that Apple would have kept the original storage options and lowered the price.

Less and Less with More and More

I realize we won’t know until and if an iPad media event comes and goes without a new iPhone SE. Let’s follow the evidence, though, and examine Apple’s track record for the last few years. The company has simply grown comfortable with peddling old technology at new prices.

Apple’s Mac product line has languished, and iPads aren’t faring any better. While I do expect new iPad Pro models in the next few weeks, Apple was clearly comfortable letting iPad Pro (12.9-inch) hit the 18 month-mark, just as it was comfortable letting iPad Air 2 get 18 months old before releasing iPad Pro (9.7-inch).

And now it appears Apple will let iPhone SE age in a similar manner, turning it into another example of Apple doing less and less with more and more.

Hopefully Apple will make me look the fool at a media event in the near future. But I’m not holding my breath.

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Remember what that did for General Motors. Yeah remember what happened with General Motors. They lead market sales every year from 1931 to 2007. And since then has consistently cane in either at the top of a tear’s market share or in the top 3 since then. In 2012, the last year to have reliable statistics since it takes time to compile and analyze data, they were the world’s largest automobile makers. In 2016 it had new profits of about 9.5 billion dollars and total worth of at least 212 billion dollars. Enlighten those of us who don’t remember GM… Read more »

Alex Strand

I love the SE, and VASTLY prefer it to iPhone7 and 7+ The no sound-output is a no-buy for me, and i’m actually -really- happy Apple leaves us an option who needs that option. I almost always charge my phone at night ,-while- listening to music in bed. Have used wireless plugs that are -okay- (but not great) , that are pretty much half-dead by morning. When I want to use them….. I welcome the SE2 (or SE’17 if you prefer) with open arms, as do many others. The handy size is another big point to the SE. (also loved… Read more »


The company has simply grown comfortable with peddling old technology at new prices.

Remember what that did for General Motors.

W. Abdullah Brooks, MD

Bryan: I applaud your courage and consistency, despite some flak, in raising this issue. You were cited on Chuck Joiner’s MacVoices #17083 the other day, which featured Kelly Guimont amongst others, discussing the Echo vs Google Home vs Siri, as I’m sure you’re aware. I feel your pain, and acknowledge that Apple’s apparent productivity has fallen behind expectations, at least amongst enthusiasts and those who follow the industry writ large. That said, as a lay if not novice cum dilettante industry observer, a status to which I readily concede, I am also aware that Apple remain consistent in moving to… Read more »


You meant $499 for the 128gb model!

For $50, jumping from 32gb to 128gb would be a no-brainer. For $100, one has to think hard!


Sky is falling, the sky is falling…

Death Knell #71


What a bunch of whining! LOL Seriously. I’ve been an Apple user since the days of the Apple II so I’ve seen many different faces of Apple. Regardless of whether they Wow! The masses, Apple is in a much better position today, than they’ve ever been. If you can’t see that, then your just blind. Sure, we don’t have that Steve Jobs bling factor anymore, but Apple is trying to build a foundation for whatever they have coming next. If you’re too impatient to wait to see what that is, then move on. Who cares? Sorry, but I don’t care… Read more »

Pat Miller

In short, Apple pretty much has lost its mojo. Such a shame. Nobody was a bigger fan of Apple than me, but I hardly even keep up with the news any more, much less obsess over the rumor mill. How I pine for the days when personal computing was fun, eagerly awaiting one more thing; or at least a rock solid, lustworthy upgrade.


Nothing says comfortable with selling old hardware at new prices like a full-priced Mac Pro at 1,189 days old, and the Mac mini at 887 days old. These are the first some-what new hardware products Apple has released since the awful October “hello, again” event; that is nearly 5 months of nothing. Apple went from “putting a dent in the universe” to “dipping our toe in the water”. These updates today are definitely “dipping our toe in the water” updates. Clearly, I am still grumpy. I am going to be extra grumpy if Apple waits until June to release a… Read more »


Let’s not jump to conclusions. I think this was an appetizer. Something to get a bit of excitement going leading upon to the next event, (April?). The stuff announced today would have been a full keynote in other years. That they pushed these products off to a product announcement and web update says to me that bigger things are coming. There wasn’t room in the upcoming event for these small things. It makes me optimistic, for the first time in a long while, that Apple is going to wow us at the next event.


Agreed. Apple has lost its innovation lead and now trails others who have not only caught up but are puling ahead. As examples, from Microsoft we have seen Surface Book and Surface Studio – like them or not, thy are intriguing devices. From Apple, we get new MacBooks – with a touch bar (really?) and recycled iPads. The leaves are turning brown in Apple’s garden from lack of nourishment. There are other eco-systems now that are equally as good. Today’s announcements had such promise. With such long-in-the-tooth products, Apple wasted another opportunity to refresh them. I’m not holding my breath… Read more »