Apple has recently been attracting attention with its entry-level “e” iPhone model. However, the tech giant is preparing to position its new model with a different strategy, drawing on lessons learned from previous moves. According to a recent assessment by Bloomberg writer and Apple analyst Mark Gurman, the iPhone 17e, expected to be released in the first half of 2026, will deliberately make some concessions to avoid overshadowing the base iPhone 17 model.

The iPhone 16e overshadowed the iPhone 16

Apple surprised users with the introduction of the iPhone 16e earlier this year. The device, featuring a 6.1-inch OLED Super Retina XDR display, thin bezels inspired by the iPhone 14, and a smaller notch, was well-received by many users. The replacement of Touch ID with Face ID was also a significant change.

On the other hand, the iPhone 16e featured some trimmed-down features. For example, the aluminum frame with a glass back wasn’t colored, it featured a single camera instead of a dual camera, and the A18 chip was offered with a quad-core GPU instead of a 5-core GPU. Despite all this, the iPhone 16e was enough to boost Apple’s sales. According to Counterpoint Intelligence data, the company captured 19 percent of the global smartphone market in the first quarter of 2025, reaching the top spot.

The iPhone 17e will be designed more “intelligently”

Apple doesn’t want to repeat a similar mistake this time. According to Mark Gurman, the company will make the iPhone 17e an “attractive but limited” option. This will not overshadow the sales of the base iPhone 17 and will create a clearer separation within the product line.

According to expectations, the iPhone 17e:

• It will not feature ProMotion (120Hz) display technology and will have a 60Hz refresh rate.
• The camera system will be single-lens, like the iPhone 16e.
• The design will take a modern step; a Dynamic Island will now replace the notch.
• While the processor core count has been reduced, the device will still be equipped with the latest A19 chip.

With all these moves, Apple aims to position the iPhone 17e as a budget-friendly model. This way, the device won’t outshine the basic iPhone 17 but will attract users looking for a more affordable option.

The iPhone 17e, expected to be introduced in the first half of 2026, appears to represent Apple’s “less expensive but clearly limited” model approach in its product strategy.