Apple's iPhone SE is offering a compact, powerful, somewhat budget-concious smartphone for iOS fans -- and you can pick one up in store today.
This isn't your standard iPhone launch. The hype intensity is contained, the focus is on practicality and there were no round-the-block queues at Apple's flagship Sydney store this morning.
That is understandable, since it's fair to say the iPhone SE isn't really a "new" iPhone. It's a combination of popular existing features, wrapped up in a smaller-than-standard package, especially designed to fill a niche.
We compared the iPhone SE to the Samsung Galaxy S7, just so you can see how different this smartphone actually is on today's market.
If want a phone that will fit comfortably in your pocket, are a fan of the Apple ecosystem and don't want to pay $1000+ for a new device, you're the target audience here.
To buy outright the 16 GB 4-inch SE will set you back $679, with the 64GB version priced at $829. All of Australia's major telcos have plans available, with Virgin Mobile's plan starting at only $46 per month.