Going against the craze over huge screens, Apple has once again made headlines when it launched the iPhone SE this week, sending the tech world into thinking this is the company's attempt to lure buyers in China and India, two of the world's biggest market for mobile phones.
On March 21, Apple launched the 4-inch smartphone, which runs on a 64-bit A9 processor, the same chip that powers the iPhone 6 and 6s.
The new device also boasts a 12MP rear camera, supports 4K videos and allows the latest 802.11ac networking standard, which aims to make browsing faster than the handset's predecessor, the iPhone 5s.
However, the biggest appeal of the SE is on its price tag: $399 and $499 for the 16 and 64GB versions, respectively. The cheaper cost is likely to win budget-conscious buyers in China and India, where local makers such as Xiaomi and Micromax are leading the sales race.
According to a report from research firm IDC, Chinese companies Xiaomi, Lenovo and Huawei were among the top five smartphone vendors in 2015, along with Apple and Samsung. Despite being in a safe position on the high-end market, Apple faces trouble as local makers continue to roll out Android-based handsets with features that compete with Apple's premium phones, but at a much cheaper price.
The SE's launch also veers away from the trend set by big screens, a possible attempt to capture consumers who prefer phones with smaller displays yet smarter capabilities.
Apple reported that it shipped more than 30 million units of the 4-inch iPhone 5s within two years of its release.
Meanwhile, data from Consumer Intelligence Research Partners suggests that sales of the iPhone 6 and 6s were slower than the 2014 forerunners.
Emerging markets seem to be the focus of handset big-wigs, including Apple, but the presence of local players suggests that it is not going to be an easy feat.