I think they are just out of touch, or measuring based on silly metrics or something. I know so many people that love the SE despite it not being the 'latest and greatest.' That's anecdotal, of course, but I can't believe the number wouldn't be near 10% (which it was when the SE launched). I don't buy the argument that the percent is too low to justify it.
And, I think it would be higher if they have both a budget phone AND/OR an actual SE-size version of the full model (as much as possible).
Apple doesn't really do the corners of its base. Just the squishy center. I counted 16 models of iPad, not counting colors. That just seems a bit much. I was kind of hoping that after Joni left they would settle down a bit.