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Why Apple Will Kill the iPod Touch and iPhone SE

Apple fans were hoping for updates to the iPod touch and iPhone SE this week. But Apple's need to raise average selling prices means that's probably never going to happen.

 & Sascha Segan Former Lead Analyst, Mobile

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Apple's week of new products has been a lot of fun. First we got iPads, then an iMac, then AirPods. On Twitter, though, I'm seeing people longing for the most beloved Apple gadgets the company is unlikely to improve: the iPod touch and iPhone SE.

OpinionsBoth products hit a bunch of sweet spots not found in other Apple devices. The iPod touch is an entry-level iOS device for kids, which also appeals to "disconnectors" who don't want to pay for smartphone service plans. The iPhone SE is a petite, portable way to enjoy iOS and communication without getting too sucked in, and it fits into tight pants.

I love both of these devices. I recommended the SE to a ton of people, and they're all happy with it. I'd love to see an iPhone SE 2 with a somewhat upgraded processor and more current LTE bands, so it can better connect to the latest LTE networks, but with everything else (especially the price) left the same.

New iPod touch

But these devices get people into iOS with a low entry price, and that's a big problem for Apple.

With the smartphone and tablet markets stagnant, and no hot new product categories like cars or AR glasses in the short term, Apple needs to deliver increasing profits to its investors by raising average sales prices (ASPs). We've seen that with iPhones, where the device price (for a high-end model, but with base storage) has crept from $499 to $1,099 over the years. We've seen it with Macs, and we've even seen it with iPads over the long term. The $329 iPad, which Apple needed to launch at that price point because Chromebooks were eating its lunch in schools, was balanced out by the costlier iPad Pro line.

Used iPhones Are the New iPod Touch

Here's some sneaky math for you. Apple can raise average selling prices two ways: by selling more expensive devices or by cancelling less expensive ones. By cancelling or hiding the iPhone SE, the price of the cheapest iPhone goes from the $349 SE to the $449 iPhone 7—a bump investors will cheer.

And Apple isn't casting away the market of people who don't have $400. Apple has an answer for these folks, a sneaky one that doesn't affect ASPs: used iPhones.

The iPod touch starts at $199 at Apple. A used iPhone 6, on the retail site Gazelle, also costs around $200. If you buy a used iPhone, you're in the iOS app world, you're paying for and participating in Apple services, and you're contributing to Apple's global market share. But that hardware price doesn't hit Apple's bottom line. Apple didn't sell it. Apple's average sales price doesn't go down.

Used iPhones are Apple's magic answer for everyone who wants cheap iOS devices (if not for people who want small ones). Don't want to have a service plan? Don't insert a SIM.

Apple can use this strategy where Android vendors generally can't, because Apple products have much better support and longer lifespans than most Android phones. Apple supports its phones with software upgrades for five years after launch: the iPhone 5s, from 2013, runs iOS 12.2. That means three- or four-year-old phones, even, can be sold as "current." Apple makes enough money from its services, such as the 30 percent cut it gets from the App Store, that it's happy to defer hardware purchases if it means keeping users in the iOS fold.

With most popular Android phones, you're lucky to get one or two annual upgrades before the manufacturer gives up or gets distracted. Android phone vendors make all of their money from hardware; they've tried to start their own service ecosystems but generally failed. So Android makers need to keep selling you new phones, where Apple has a reason to keep supporting older ones.

None of this bodes well for the future of the iPod touch and iPhone SE. Wall Street doesn't like small, fresh, inexpensive iOS devices, and in our economic system, Wall Street makes the decisions. Enjoy your used iPhone instead.

About Our Expert

Sascha Segan

Sascha Segan

Former Lead Analyst, Mobile

My Experience

I'm that 5G guy. I've actually been here for every "G." I reviewed well over a thousand products during 18 years working full-time at PCMag.com, including every generation of the iPhone and the Samsung Galaxy S. I also wrote a weekly newsletter, Fully Mobilized, where I obsessed about phones and networks.

My Areas of Expertise

  • US and Canadian mobile networks
  • Mobile phones released in the US
  • iPads, Android tablets, and ebook readers
  • Mobile hotspots
  • Big data features such as Fastest Mobile Networks and Best Work-From-Home Cities

The Technology I Use

Being cross-platform is critical for someone in my position. In the US, the mobile world is split pretty cleanly between iOS and Android. So I think it's really important to have Apple, Android and Windows devices all in my daily orbit.

I use a Lenovo ThinkPad Carbon X1 for work and a 2021 Apple MacBook Pro for personal use. My current phone is a Samsung Galaxy S21 Ultra, although I'm probably going to move to an Android foldable. Most of my writing is either in Microsoft OneNote or a free notepad app called Notepad++. Number crunching, which I do often for those big data stories, is via Microsoft Excel, DataGrip for MySQL, and Tableau.

In terms of apps and cloud services, I use both Google Drive and Microsoft OneDrive heavily, although I also have iCloud because of the three Macs and three iPads in our house. I subscribe to way too many streaming services. 

My primary tablet is a 12.9-inch, 2020-model Apple iPad Pro. When I want to read a book, I've got a 2018-model flat-front Amazon Kindle Paperwhite. My home smart speakers run Google Home, and I watch a TCL Roku TV. And Verizon Fios keeps me connected at home.

My first computer was an Atari 800 and my first cell phone was a Qualcomm Thin Phone. I still have very fond feelings about both of them.

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