(San Francisco)

Apple just debuted a new phone model and they appear to have made a very wise decision. The company unveiled its new version of the iPhone SE, its lowest end model of the iPhone, for just $399, the same price as the original SE model in 2016. However, this phone is significantly beefed up, and Apple says its Bionic Chip is the “fastest chip in a smartphone”. The pricing, of course, comes at a time of major economic hardship for most Americans.

FINSUM: This is a wise play both from a revenue generation standpoint and a branding standpoint. It would be hard for most of the US to justify a $1,000+ upgrade right now.