Amid soaring prices for smartphones and laptops due to 'chipflation', Apple, once synonymous with 'premium', is currently gaining attention for its value for money. The company has introduced the iPhone 17e, which raises specifications compared to its predecessor while keeping the price steady, alongside the affordable MacBook Neo priced at around 990,000 KRW. This strategic shift aims to capture the budget-conscious segment of the market.

The journey of Apple's affordable iPhones began in 2013 with the launch of the iPhone 5c, which, despite generating interest as Apple's first budget smartphone, was overshadowed by its higher-priced counterpart, the iPhone 5s. At the time, the iPhone 5c was criticized for using the same outdated processor as the iPhone 5 and cheap plastic materials, leading to a minimal price difference with the premium model. After its announcement, Apple's stock plummeted by 2.3%, exemplifying the backlash against its perceived lack of innovation.

Apple refined its budget strategy with the introduction of the iPhone SE in 2016, which utilized the latest chip technology while reusing the design from previous models, thus addressing consumer demands for performance. The SE series became a cornerstone of Apple's product line. By launching the iPhone 16e last year, Apple redefined its budget offerings again, integrating them more closely with its main product lineup while elevating their specifications and embracing modern design trends, such as Face ID in a full-screen format, indicating a clear shift towards blending affordability with advanced tech features.