iPhone SE hits stores in Taiwan, received mixed reaction

Sales of Apple Inc.’s latest smartphone offering, the iPhone SE, began in Taiwan Thursday, last April 7, with retailers and telecom companies reporting mixed consumer reactions.

Data Express, a chain selling Apple products and accessories, said all iPhone SE devices available across its 51 outlets were sold out on the first day, and the 64G model was the best seller.

The 64G model, priced at NT$19,500 (US$601.32), was also the most popular at electronics chain Tsann Kuen, since the model had sold out at all 300 stores during the first hour after sales began.

Tsann Kuen also pointed out that over 80 percent of iPhone SE smartphones sold by the chain were either the gold or rose gold versions.

Neither chain gave their exact sales figures.

Telecom companies, which began accepting pre-orders March 29, did not see the same enthusiastic consumer response as the retail chains.

Taiwan Mobile Co. said initial sales of the iPhone SE were weaker than the iPhone 6S that hit the Taiwanese market last October.

Taiwan Star Telecom Corp., a smaller player in the mobile service market, also saw weaker sales of the iPhone SE than the iPhone 6S, citing local consumers’ preference for phones with a larger screen.

The iPhone SE features a 4-inch screen, while the iPhone 6S comes in two sizes — the standard model with a 4.7-inch screen and the Plus model with a 5.5-inch screen.

Taiwan Star said over half of the pre-orders for the iPhone SE it received were made by people aged between 25 and 34, and this showed the new phone’s lower pricing appealed to younger consumers.

Far Eastone Telecommunications Co. said there were consumers asking about the iPhone SE at its outlets, but buying momentum is not expected to pick up until people learn more about the new model through word of mouth.