The iPhone SE is selling as planned
Apple ripped up its playbook when it launched a smaller phone priced at $399 in March, but its iPhone SE strategy looks to be going as planned. The new four-inch iPhone gave Apple a welcome sales bump in key markets between April and June, according a new report.The second quarter of the year tends to be a relatively slow period for the U.S. firm’s phone sales, but data from Kantar suggests that Apple saw an increase in the U.S. and Europe.Apple’s new phones are unveiled in September each year — the next iPhone will reportedly be unveiled September 7 — so naturally anyone tempted to buy a new device months before may also be tempted to wait. That’s often reflected in quieter periods during Q2 and Q3, but that didn’t happen this time around, and the iPhone SE looks to be the main reason.Indeed, Apple’s overall iPhone sales for the quarter dropped 15 percent year-on-year to 40.4 million units, but it looks like the four-inch iPhone SE prevented a steeper decline.The story was different in some of the most critical smartphone markets.In the U.S., Kantar reported that the iPhone SE accounted for 5.1 percent of smartphone sales. That helped Apple increase its marketshare to 31.8 percent in the quarter, up 1.3 percent on the previous year. For context, the iPhone 6s and iPhone 6s Plus came in top at 15.1 percent, followed by Samsung’s Galaxy S7 and Galaxy S7 Edge on 14.1 percent, according to Kantar’s figures.The iPhone SE’s impact was all the more marked in the U.K., where it was the top selling smartphone with 9.2 percent marketshare, just ahead of the iPhone 6s on 9.1 percent. That helped Apple grow its share of sales in the country by 3.1 percent to 37.2 percent in Q2 2016.