The SE is a product for Apple. In reality, Apple doesn't want you to buy the SE. They'd rather you buy the 11, 12 or even 13, which gives Apple more margin.
Purpose of the SE is to have a lower-cost tier in the lineup with very minimal cost that can be maintained for a long time. Since Apple made their own chip, the cost of putting the A15 on the SE is probably negligible in the bigger scheme of things. Apple putting the A15 in there is to keep the cheapest iPhone within range of iOS support with its 2 to 3 years of shelf-life in the lineup since unlike the higher tier iPhones, Apple will probably keep the SE on its spot for more than a year or 2. Having the SE means Apple can say they sell iPhones from $400. They kept the old design so people entering the Apple store planning to buy a "cheap" iPhone will see the "outdated" look of the SE, and then see the iPhone 11 for just $70 more, and Apple hopes people will simply end up buying the 11 instead.
It's going to be even more stark contrast coming this September where Apple would presumably discontinue the 11 and drop the price of the iPhone 12. By that time, people will see a $429 iPhone SE, and a much fancier and shinier OLED screen of the 12 for not much more money.
It's the high end sophisticated version of upsize your happy meal strategy.
100% agree with your interpretation and understanding of Apple's reasoning; they just seem to have gone too far towards making it "lesser" this time. There's a line between enticing prospective SE buyers to upgrade to an 11, 12, or 13, and giving them a phone that's not even the latest and greatest in its category. Apple needs to return to a point where, at the end of the day, those that aren't enticed to buy the better model, for whatever reason, still feel they are getting the best for what they are willing or able to pay. A low cost option makes sense, I just wish Apple focused more on making it being an
option this time and less on making it the runt of the litter.
If Apple is going to invest in marketing a low-cost option, at least make sure it will sell enough to make it worth the effort. If they're just trying to sell the higher-end models, just spend the cash on effective advertising rather than waste cash
and resources on R&D in the process.
At the end of the day, I have my 12, and plan on upgrading to the 14 when it's released. I don't even have a problem with Apple being a company that only goes after high-income earners or high-spenders, but if they do want to appeal to those that can't afford or are unwilling to pay for the latest and greatest, the "let them eat cake" attitude needs to go. People that buy the SE should be excited at the point of sale, not lamenting they can't afford or can't justify paying for the better options. If you've hit the latter, which I feel Apple has here, your aspirational marketing has gone too far. Imagine if Louis Vuitton or Gucci released a press release basically saying "If you buy anything plastered in our logo, that's the cheap option, only the more expensive stuff that's subtle is worth a damn." I bet we'd all see a lot less ostentatious luggage at the airport, similar to the lackluster sales Apple is seeing now.
I hadn't even thought about September, that's really going to be a contrast! Here's to hoping they plan on releasing an SE every year too, then there's at least hope the next iteration is closer to its older siblings in might.
