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The markets in which Apple's operating have changed and have matured quite significantly," Jackdaw Research analyst Jan Dawson said. "It's about incremental improvements, new features that add value, then branching out into new categories."
Minor upgrades" That's where the iPhone SE comes in. The 4-inch device, which hit stores on Thursday, looks exactly like the 3-year-old iPhone 5S but sports updated components. And starting at $399, it's nearly 40 percent cheaper than Apple's flagship iPhone 6S.
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