Apple’s latest iPhone 16e brings premium features to a wider audience
In a move that signals Apple’s commitment to making cutting-edge technology more accessible, the tech giant officially launched the iPhone 16e globally last week, with South Africa among the first markets to receive the new device.
According to iStore Chief Commercial Officer (CCO) Linda van der Nest, this is an exciting expansion to the iPhone 16 range: “The iPhone 16e fits beautifully into the lineup while offering customers a more affordable way to access the latest iPhone technology. It’s packed with powerful features, and of course, it includes Apple Intelligence, which takes the device to another level — whether you’re looking to boost productivity or enhance your photos in incredible ways.”
The latest addition to the iPhone 16 family represents Apple’s strategic push to expand its market reach while maintaining its reputation for premium innovation. The 16e model is designed to provide a cost-effective entry point to Apple’s ecosystem while packing impressive hardware and software upgrades and cutting-edge AI capabilities.
Internal innovation above external changes
While the physical design of iPhones may not change dramatically between generations, Apple continues to focus on internal advancements. “Year after year, the biggest changes often happen inside the device,” Van der Nest explains. “If you look at how the internal technology has evolved over the years, especially the chip advancements, that’s where the real innovation happens.”
Powered by the new A18 chip, the iPhone 16e is 90% faster than the iPhone SE 2nd generation and 50% faster than the iPhone 12. The introduction of Apple’s proprietary C1 chip enhances connectivity and efficiency, enabling faster 5G speeds and improved battery life.
The device features a sleek 6.1-inch edge-to-edge display and a durable ceramic shield with an aluminum casing and allows for up to 26 hours of video playback on a single charge. Another standout feature is the customisable action button, which allows users to set up quick shortcuts tailored to their needs.
Apple Intelligence: On-device AI takes centre stage
Perhaps the most anticipated feature of the new iPhone 16e is its inclusion of Apple Intelligence, the company’s proprietary on-device AI system. “Most AI technology — especially from large corporations — relies on cloud-based server farms to handle the heavy lifting. But Apple has built the A18 chip with neural engines to keep AI processing on the device itself.”
This, she adds, comes with added benefits. “Because Apple Intelligence is processed on-device, there are no delays, no reliance on external servers, and most importantly, complete privacy. It’s a personal AI that learns from your usage while keeping your data secure.”
Apple Intelligence offers text summarisation, personalised email prioritisation, and even ChatGPT integration for more advanced tasks. When additional computational power is needed, Apple Intelligence can leverage external resources through the company’s Private Cloud Compute, which maintains user privacy even when processing extends beyond the device.
This predominantly on-device approach addresses two key concerns in the AI landscape: cost and privacy. While many AI-powered services require subscriptions, Apple Intelligence comes standard with compatible devices and is free to use. And because processing happens on the device, user data remains private — a significant selling point in today’s privacy-conscious market.
Practical applications: From photo cleanup to enhanced productivity
Photography enthusiasts will appreciate the new 48MP fusion camera system, which supports 4K Dolby Vision video recording at 60fps. Enhanced night mode, optical zoom and improved audio mixing make it a powerful tool for content creators.
One example of how Apple Intelligence can be leveraged in day-to-day interactions is the photo cleanup feature, instantly allowing users to remove unwanted elements from photos. “I love taking holiday and family photos — especially of my kid playing on the beach. But then there’s always some random guy in a Speedo in the background!” Van der Nest laughs. “With Apple Intelligence, I can just remove him instantly.”
Beyond photo editing, Apple Intelligence integrates with everyday applications to enhance productivity. The AI’s ability to function across Apple’s entire ecosystem — Mac, iPad, and iPhone — ensures seamless integration. The system is designed to become increasingly personalised over time, learning from how users interact with their devices to provide more tailored experiences.
This philosophy of continuous internal improvement, coupled with Apple’s integration of hardware and software design, creates a smooth user experience that distinguishes the brand from competitors whose hardware and software are developed by different companies.
A more affordable entry into Apple’s ecosystem
Priced at R15 999 — or as low as R7 999 if you make use of the iStore trade-in programme — the iPhone 16e is a competitive option for Apple enthusiasts who would like a financially viable upgrade path or for those seeking an Apple device at a lower price point.
“This is an excellent opportunity for customers who have been holding onto older iPhone models like the 11, 12 or 13 to make an upgrade,” says iStore CEO Chris Dodd, highlighting the growing importance of making premium devices more accessible while supporting a circular economy. “A quarter of all iPhones we sell now involve a trade-in, making our affordability model stronger than ever.”
As part of the launch, iStore is also offering free iCarePlus for every iPhone 16e purchased, which includes an extended warranty and free screen repair. A buy-back guarantee means that in two years, iStore will buy back your device for a minimum of 55% of its original value, which will make future upgrades more affordable.
iStore has continued expanding trade-in options, offering up to R22 000 for previous-generation iPhones and accepting Android devices for trade-ins as well. The store also provides free data transfer services, technical support, and one-on-one training for new iPhone users, making the switch smoother than ever.
Market performance in defiance of economic trends
As iStore heads towards celebrating its 20th anniversary, it continues to focus on making Apple products more accessible in South Africa. The company is expanding into non-traditional locations and prioritising affordability through trade-in programs and financing options.
According to Dodd, its approach is working: “Even in the midst of a struggling economy we had a record iPhone quarter. What’s exciting is that while we did exceptionally well with the iPhone 16 range, we also saw strong sales from what we call our ‘sustaining range’ — phones like the iPhone 13, which is still very popular in our stores.”
This success suggests that Apple’s strategy of offering devices at various price points — from the new iPhone 16e to certified pre-owned devices starting as low as R3 999 for an iPhone 8 — is resonating with consumers who want access to the Apple ecosystem, regardless of budget constraints.
The broader vision: technology as an equaliser
Beyond commercial objectives, Apple and iStore representatives emphasised their commitment to making premium technology accessible to more people, particularly in markets like South Africa.
“We don’t want to be seen as elite — it’s not something we aspire to,” Dodd stated. “We’ve always believed in making our products accessible to as many people as possible, and want everyone to be able to experience the benefits of Apple technology.”
The global launch of the iPhone 16e is a strategic step in Apple’s evolving market approach. As the tech giant continues to expand its product range with devices like the iPhone 16e, the company, in partnership with iStore, appears to be balancing innovation with accessibility, maintaining a premium brand identity. At the same time, it is opening doors for more consumers to experience its ecosystem.