As widely expected, Apple launched the iPhone SE and said there was still a big market for a 4-inch device. At a starting price of $399, Apple is making a move with the iPhone SE for emerging markets and as a second device.

Billed as the “most powerful 4-inch phone ever,” Apple is betting that it can boost its lower end of the market. Greg Joswiak, head of iPhone marketing, said Apple sold more than 30 million 4-inch iPhones in 2015.

Earlier: iPhone SE: Can Apple prod customers to buy two iPhones?

“So why are people buying 4-inch iPhones. First, some people simply love smaller phones,” said Joswiak.

Key details about the iPhone SE:

• An A9 processor.
• The same GPU performance as the iPhone 6s.
• The design is blockier than its larger siblings.
• A 12MP iSight camera.
• It can capture 4K video.
• NFC radio build it.
• Faster LTE with more bands.
• 64GB will start at $499.