Apple’s Next iPhone Faces A Difficult Challenge – Forbes

The Apple community is getting ready to celebrate and get behind the release of the new iPhone SE in early 2025. Yet the next iOS-powered smartphone faces a raft of challenges unlike any faced by previous SE phones.

iPhone SE and Google’s Pixel Power

The iPhone SE has never fully stood on its own. In previous years, the smartphone has leaned heavily into “it’s an iPhone” and the gulf in performance between iOS and Android.

Yet mid-range market has changed in the three years since Apple released its last iPhone SE in March 202. The power and flexibility of handsets such as Google’s Pixel 8a and Samsung’s Galaxy A55 deliver an experience that, for many consumers, matches their needs so tightly there’s no need to look at more expensive handsets.

The iPhone SE brand has followed this same path for three iterations and is set to do so with the upcoming fourth generation. What the iPhone SE can’t do this time around is coast on the iPhone brand name. Consumers trust several brand names at this point (such as the aforementioned Google and Samsung), and the performance of Android is no longer a limitation that the SE can leverage.

iPhone SE and Apple Intelligence

One of the weakest areas for Apple in the current generation of smartphones is that of generative AI. While Google launched the Pixel 8 and Pixel 8a as the first AI smartphones in October 2023, Apple did not confirm plans until its Worldwide Developer Conference in June 2024. It would take until October 2024—12 months after Google—before any of the awkwardly backronymed Apple Intelligence apps would debut on iOS. Even then, the full suite of first-generation apps will not be available until mid-March 2025, nearly 18 months after Android’s debut and six months into the second generation of generative AI on Android handsets.

The iPhone SE may launch with generative AI, but it will launch with an AI suite behind the competition, untested by consumers, and shackled by Apple’s closed operating system in functionality.

There is a knock-on benefit of moving to AI. It forces the specification of the iPhone SE to be sufficient to run Apple Intelligence not just today but for the next few years. That means running the latest Apple Silicon chipset with adequate RAM and storage to make good use of Apple’s generative AI tools. The vanilla iPhone 16 has already benefitted from this, jumping up to the current generation of Apple Silicon rather than sit one generation behind to reduce the bill of materials.

Assuming that the iPhone 16 is running the minimum specs necessary, the iPhone SE will have to match the 16’s specifications.

iPhone SE and iPhone 16

Apple’s biggest risk may be to the iPhone 16. With the iPhone SE likely to match the core specs, the bill of materials will be cut elsewhere. You can expect changes made to the chassis and casing to use cheaper materials, expect an older generation of lenses and sensors in the camera (as well as dropping down to use a single camera lens), and probably slower technology driving the display and connectivity.

Yet in all of that, and as the likes of Google and Samsung have discovered, the base level of hardware in the mid-range these days is more than sufficient for the average consumer. In comparing “what I need my phone to do”, the SE and the 16 will come out broadly level… except the iPhone SE will be significantly cheaper, potentially as much as $150.

This also applies to the iPhone 17, which is expected to launch 6 months after the iPhone SE, although in the case of the 17, there will likely be a bump in some specifications. Nevertheless, Apple will have to dance around the issue of pushing the iPhone SE sales and not cannibalizing the market for the vanilla iPhones of 2024 and 2025..

The iPhone SE’s Narrowing Path To Success

With a mid-cycle release, a remit to offer value for money, and a reputation of elegance and luxury to maintain, the iPhone SE is a challenging release for Apple. It needs to thread a very narrow path of being an outstanding handset while not damaging the reputation of the iPhone brand. It has accomplished this before, but this fourth iteration of the SE promise has to deal with a more competitive landscape with a smaller margin of error than any of the previous handsets.

Now read the latest iPhone SE, Mac, and AirPods headlines in Forbes’ weekly Apple Loop column…