When Apple launched the iPhone 16e, many were left questioning its necessity. Although the device was considered affordable by Apple’s standards, it still seemed pricey when viewed in the broader context of the smartphone market. Many users felt that what they received for the price did not justify the cost, leading to perceptions of it as a poor investment.

Nevertheless, Apple’s proficient marketing strategy once again succeeded in turning the tide, with sales figures eventually indicating that the iPhone 16e had become a bestseller. This success has prompted analysts like Ming-Chi Kuo to confirm that the iPhone 17e is expected to arrive in 2026. According to Kuo, the iPhone 17e exemplifies Apple’s evolving marketing strategy.

Traditionally, Apple releases a new iPhone model each year, giving competitors ample time to introduce their devices. By launching a new model in the first half of the year, Apple can mitigate the advantage its rivals enjoy during this period. Notably, the iPhone 16e contributed to a rise in shipments in early 2025 compared to the same period in 2024, showcasing its effectiveness.

Since many manufacturers, like Samsung, unveil their flagship phones in the first half of the year, this positioning allows Apple to capture some market share and visibility. Moreover, while flagship devices such as the Galaxy S25 and the iPhone 16 often grab attention, budget and mid-range phones are generally the money-makers. Their affordability appeals to a wider audience, allowing brands to sell more units.

Companies like Samsung benefit from this strategy, as increased sales translate to higher profits. The development of features that migrate from high-end models to budget-friendly alternatives is instrumental in attracting a broader consumer base. This approach has allowed Chinese brands like Xiaomi, Oppo, and Vivo to ascend in the competitive landscape, now challenging giants like Apple and Samsung.