Apple launched the iPhone 17e on Monday, its new more affordable smartphone model. The device starts at $599 with 256 gigabytes of storage. This move aims to defend Apple's share in a competitive global handset market, especially as memory chip prices climb.
By offering higher storage at the same price, Apple positions the 17e as a stronger value option to attract new users and counter rivals facing supply constraints. Some analysts consider the increased storage at the base price an effective price cut.