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The Times

smart move, or a premium tech brand losing its way?

  • Written by Margarietha de Villiers Scheepers, Senior Lecturer Entrepreneurship and Innovation, University of the Sunshine Coast
smart move, or a premium tech brand losing its way?The new iPhone SE will look just like the iPhone 8.Shutterstock

At face value, Apple’s decision to launch the second-generation iPhone SE with a recession looming may not make sense. But there’s likely more to this move than meets the eye.

Targeted at price-conscious customers amid the COVID-19 pandemic, the release of the conspicuously...

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