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Opinion: The iPhone SE is a smart, long-term move – and creates the prospect of a $299 iPhone

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<p>I argued a couple of months ago that ‘peak iPhone’ was likely a temporary phenomenon, but that Apple might have to be willing to accept <a href="http://9to5mac.com/2016/01/27/peak-iphone-future-opinion/" target="_blank">lower margins[/url] if it is to continue to grow its sales.</p>

<p class="p1"><span class="s1">I think it will also need to learn to be a little more flexible when it comes to its profit margins, especially in growth markets. That ~40% markup has served it well for a great many years, but I don’t think it can necessarily expect to maintain it indefinitely.</span></p>

<p>Yesterday, the company indicated its willingness to do just that. For the first time, Apple’s entry-level phone is a brand-new device that offers close to flagship specs at a price level close to the previous-generation phone. That will hit Apple’s margins on the device for sure, but the company is looking to the long-term …</p>
<p> <a href="http://9to5mac.com/2016/03/22/iphone-se-opinion/#more-424340" class="more-link">more…[/url]</p>
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