The Great Smartphone Cull: Why Apple Killed the iPhone SE?
Apple’s decision to kill the iPhone SE reflects a broader industry reset. As Samsung and Chinese brands also trim devices, faster chip cycles, premium positioning and margin discipline are reshaping product strategies. The era of sprawling lineups is ending, and focus and simplification are taking over. Here’s what’s driving the great product purge.
What exactly did Apple discontinue in 2025?
Apple retired 25 products across its portfolio, making 2025 its most aggressive pruning exercise in years. The exits spanned iPhones, Macs, wearables, audio devices and even its mixed-reality headset. Seven iPhone models were dropped, including the third-generation iPhone SE, while the MacBook Air with the M3 chip was replaced by newer M4 variants. Several Apple Watch and AirPods models also made way for updated versions.
Why does the death of the iPhone SE matter so much?
Because it marks a clean break from Apple’s past. For the first time since 2016, Apple no longer sells an iPhone with a Home button, Touch ID, LCD display, compact size, or Lightning port. The SE’s replacement completes Apple’s transition to Face ID, OLED screens, and USB-C.
Is Apple alone in cutting products so aggressively?
Not at all. Samsung and Chinese manufacturers are doing the same but differently. Apple is cutting hardware outright to simplify its lineup and push users up the value chain. Samsung, by contrast, is allowing devices to die quietly by ending software support. Chinese brands are taking the hardest line. They are cancelling entire categories that fail to scale or deliver margins.
How is Samsung approaching discontinuation?
Samsung is focusing on software end-of-life rather than hardware exits. Devices like the Galaxy Note 20 series received their final security updates in 2025. The company has also skipped certain variants altogether, signalling tighter portfolio discipline without abruptly pulling products off shelves.
What about Chinese smartphone brands?
They are being far more ruthless. Oppo and Vivo have exited flip-style foldables after weak demand, while Transsion has abandoned foldables entirely. Xiaomi is struggling to balance flagship success with underperforming mid-range models. The message is blunt: if a category doesn’t scale, it doesn’t survive.
Why is this wave of discontinuations happening now?
Because chip cycles are moving faster than product cycles. Apple jumped from M2 to M4 chips in under two years. Many discontinued devices differed from successors only by processors. Instead of carrying overlapping models, brands are streamlining manufacturing, pushing consumers toward premium tiers, and protecting margins in a slowing global market.
What happens to users who own discontinued devices?
Nothing immediately. Devices will continue to work, and Apple typically provides five to seven years of software support. But discontinuation signals the start of the clock. Retail availability ends first, followed eventually by ‘vintage’ and ‘obsolete’ status.
Should consumers buy discontinued devices at a discount?
It depends. Clearance pricing can offer 20–30% savings, making discontinued models attractive for short-term use. But resale value drops faster, and long-term support horizons shrink. Buyers looking for longevity are better off sticking to current-generation devices
What does all this say about the future of consumer tech?
The industry is shifting from abundance to discipline. Product lineups are shrinking, upgrade cycles are compressing, and brands are betting that fewer, better-defined products will outperform sprawling portfolios. In the age of rapid silicon advances, simplicity is becoming a competitive advantage
(yMedia is the content partner for this story)