![By offering higher storage at the same price point, Apple is positioning the 17e as a stronger value option [File]](https://th-i.thgim.com/public/sci-tech/technology/eynrau/article70697807.ece/alternates/LANDSCAPE_1200/Apple-iPhone-17e-hero-260302_big.jpg.large.jpg "By offering higher storage at the same price point, Apple is positioning the 17e as a stronger value option [File]")
Apple on Monday launched iPhone 17e, its more affordable smartphone model that starts at a price of $599 with 256 gigabytes of storage, as it looks to defend its share in a fiercely competitive global handset market.
The move comes as memory chip prices climb amid a global shortage, suggesting Apple is willing to absorb some component cost pressure to make its lowest-priced model more compelling.
By offering higher storage at the same price point, Apple is positioning the 17e as a stronger value option as it looks to attract new users and defend market share against rivals facing tighter supply constraints.
Some analysts view the higher storage at the same starting price as effectively a price cut, since customers previously had to pay an upcharge to access the higher capacity.
“Apple today announced iPhone 17e, a powerful and more affordable addition to the iPhone 17 lineup. At the heart of iPhone 17e is the latest-generation A19, which delivers exceptional performance for everything users do. iPhone 17e also features C1X, the latest-generation cellular modem designed by Apple, which is up to 2x faster than C1 in iPhone 16e,” said the company.
Published - March 03, 2026 08:31 am IST
