Jump to Main ContentJump to Primary Navigation

Apple just forgot to tell you one of the most important things about their new iPhone


The was one major theme to this week's Apple launch: 'We told you so'. 

In the weeks building up to its 'Special Event' - the final product launch from its Cupertino HQ before the company moves to its new UFO-like campus - the internet was awash with rumours of what Apple would be launching.

It ran as predicted: updated straps for the Apple Watch, a smaller iPad Pro and a smaller, affordable (£359 for 16GB) iPhone SE.

There was just one important thing that Tim Cook & co. forgot to mention about the 4-inch handset: what the heck did SE stand for?


The new handset is a bit of a Frankenstein's Monster: the body and screen of an iPhone 5, the price tag of the iPhone 5C and the brains of the iPhone 6S, the name SE didn't have any obvious hooks - with none of Apple's team explaining the new title from the stage.

It wasn't until after the presentation that Fortune Magazine's Jason Cipriani managed to pin down senior vice president of marketing Phil Schiller on what the name actually means.

So, SE = Special Edition.

Just don't expect 'Special Edition' to appear on any of the boxes, instructions or marketing for the new handset. Or anywhere, ever again.

And don't ask Apple why - they're having a bit of a sulk, okay?



Everything you need to know about the Apple Event


12 tech visionaries who made hilariously bad predictions


Fidget spinners might contain deadly levels of lead

Is your toy slowly poisoning you to death?

by Gary Ogden
02 Jun 2017

We might be about to get smartphones that charge fully in five minutes

An Israeli start-up claims it's going to go into production next year

by Tom Mendelsohn
15 May 2017

5 of the best fidget toys on the market right now

Tackle your knuckle cracking head on

by Matt Tate
10 May 2017

Some Italians have created a phone cover that also makes espresso

No, we don't know why either

by Tom Mendelsohn
08 May 2017

New app will rebalance the London rental market in favour of landlords

Finally, the capital's hard-up property owners will get their due with Rentberry

by Tom Mendelsohn
26 Apr 2017

This knife-toting robot playing stabby hand will make you nervous

I for one welcome our new robot overlords

by Tom Mendelsohn
25 Apr 2017

Now you can turn your iPhone into a retro mac

For the man who has everything

by Tom Mendelsohn
21 Apr 2017

The best turntables of 2017

How the tables have turned

by David Cornish
20 Apr 2017

The Tamagotchi is back

Great news for fans of neglecting responsibilities and watching tiny creatures literally shit themselves to death!

by Emily Reynolds
11 Apr 2017

Self-healing smartphone screens could exist by 2020

Could it be curtains for shady smartphone repair stalls across Britain?

by Tom Mendelsohn
05 Apr 2017