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Apple Introduces iPhone SE — The Most Powerful Phone with a Four-inch Display

Featuring A9 Chip, Advanced 12-Megapixel iSight Camera & Apple Pay

CUPERTINO, California — March 21, 2016 — Apple® today introduced iPhone® SE, the most powerful phone with a four-inch display, in a beloved compact aluminum design that has

been updated with matte-chamfered edges, a color-matched stainless steel Apple logo, and

four gorgeous metallic finishes, including rose gold. iPhone SE offers exceptional performance with the same 64-bit A9 chip offered in iPhone 6s and iPhone 6s Plus for

blazing fast speeds, longer battery life, faster wireless, a 12-megapixel iSight® camera

featuring Live Photos™ and 4K video, and Touch ID® with Apple Pay®.

“iPhone SE is an exciting new idea — we started with a beloved, iconic design and

reinvented it from the inside out. The result is the most beautiful and powerful phone with a

four-inch display in the world,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. “iPhone SE is packed with a stunning four-inch Retina display, advanced 64-bit A9 chip with M9 motion co-processor, longer battery life, 12-megapixel iSight camera with True Tone flash, Live Photos, 4K video, faster LTE and Wi-Fi, and Touch

ID with Apple Pay. Everyone who wants a smaller phone is going to love iPhone SE.”

The Most Powerful Phone with a Four-inch Display

iPhone SE takes a beloved iPhone design and reinvents it from the inside out, giving

customers a powerful, full-featured iPhone no matter which model they choose. The 64-bit A9 chip, introduced in iPhone 6s and iPhone 6s Plus, offers iPhone SE customers two times

faster CPU and three times faster GPU performance compared to iPhone 5s, all with gains in

energy efficiency for improved battery life. M9, Apple’s next-generation

motion coprocessor, is integrated into A9 allowing more features to run all the time at lower

power, including “Hey Siri” without having to pick up your iPhone, and a range of fitness

tracking capabilities like measuring your steps and distance. iPhone SE users can browse, download and stream content even faster with Wi-Fi up to three times and LTE up to 50

percent faster than iPhone 5s.* iPhone SE also includes more LTE bands for better worldwide

roaming and supports Voice over LTE and Wi-Fi calling for high-quality wideband calls.

With an easy-to-use interface, amazing features, and security at its core, iOS 9 is the

foundation of iPhone SE and brings powerful built-in apps like Messages, FaceTime®, Photos, Music and Maps to iPhone users. iOS 9 also brings more intelligence to iPhone SE

with proactive assistance, powerful search, improved Siri® features, and a new Night Shift™

feature that uses your iPhone SE’s clock and geolocation to automatically adjust the colors

in the display to the warmer end of the spectrum after dark and may even help you get a

better night’s sleep.

All of these innovations are packed into a light and compact phone designed to fit comfortably in your hand, crafted from bead-blasted aluminum for a satin-like finish, refined matte-chamfered edges, a new color-matched stainless steel inset Apple logo and a

brilliant four-inch Retina® display.

The World’s Most Popular Camera

iPhone SE has an advanced 12-megapixel iSight camera featuring Focus Pixel technology for

fast focusing, an Apple-designed image signal processor, advanced noise reduction, third- generation local tone mapping and better face detection, all resulting in sharper, more

detailed photos like the ones shot on iPhone 6s. With Live Photos on iPhone SE, customers

can go beyond snapshots to capture moments in motion and relive unforgettable memories

with sound. Live Photos are beautiful 12-megapixel photos that, with just a touch, reveal the moments immediately before and after the shot was taken, so users can enjoy a living

memory rather than an instant frozen in time.

Additional camera advancements include: The ability to shoot HD video with support for 4K at a resolution of 3840 x 2160. After

capturing 4K video, customers can edit on a Mac®, PC or iPad®, and with the latest version of iMovie® on iPhone, can even edit two simultaneous streams of 4K on iPhone

SE.

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Retina Flash, which momentarily makes the display three times brighter with True

Tone® lighting technology, for wonderfully bright selfies in low light with the FaceTime

HD camera. Features introduced with iPhone 6s, including up to 63-megapixel panorama photos, video capture up to 60fps for 1080p video and 240fps for slo-mo, time-lapse with

video stabilization and cinematic video stabilization.

Pricing & Availability

iPhone SE will be available in space gray, silver, gold and rose gold metallic finishes in

16GB and 64GB models starting at $399 (US) from Apple’s retail stores, Apple.com, Apple Authorized Resellers and select carriers, or for 24 monthly payments starting at $17 (US) exclusively at Apple’s retail stores in the US.** As part of the newly-announced

Trade Up with Installments program at Apple stores in the US, customers can also

purchase iPhone SE for as low as $10/month for 24 months.***

Customers in Australia, Canada, China, France, Germany, Hong Kong, Japan, New

Zealand, Puerto Rico, Singapore, the UK, US Virgin Islands and the US will be able to

order iPhone SE beginning Thursday, March 24, with availability beginning Thursday, March 31. iPhone SE will be available in early April in Albania, Andorra, Austria, Bahrain, Belgium, Bosnia, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, Greece, Guernsey, Jersey, Hungary, Iceland, India, Ireland, Isle of Man, Italy, Kosovo, Kuwait, Latvia, Liechtenstein, Lithuania, Luxembourg, Macedonia, Maldives, Malta, Monaco, Netherlands, Norway, Poland, Portugal, Romania, Russia, Saudi Arabia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Taiwan, Turkey and UAE. Apple-designed accessories including leather cases in black and midnight blue will be

available for $39 (US), and Lightning® Docks in color-matched metallic finishes are

currently available from Apple’s retail stores and Apple.com for $49 (US). Every customer who buys iPhone SE from Apple will be offered free Personal Setup, in- store or online, to help them customize their iPhone by setting up email, showing them

new apps from the App Store® and more. Anyone who wants to learn more about iPhone SE or iOS 9 can register for the free

workshops offered at every Apple Store®.

* Data plan required. LTE is available in select markets and through select carriers. Speeds

vary based on site conditions and carrier. For details on LTE support, contact your carrier

and see www.apple.com/iphone/LTE. ** Prices are rounded to nearest dollar and are based on 24 monthly installment payments. Qualified customers only with eligible credit card. Two-year loan required. First installment payment, full taxes and activation fees may be due at sale. Carrier terms and other terms

and eligibility may apply. *** Prices are rounded to nearest dollar and are based on 24 monthly installment payments. Requires trade-in of iPhone 5s in full working condition. Trade-in values and monthly

pricing for devices will vary based on the condition and model of your smartphone trade-in. Trade Up with Installments is only available to qualified US customers with eligible credit card. Two-year loan required. First installment payment and full taxes due at sale. Full terms apply.

Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch and Apple

TV. Apple’s four software platforms — iOS, OS X, watchOS and tvOS — provide seamless

experiences across all Apple devices and empower people with breakthrough services

including the App Store, Apple Music, Apple Pay and iCloud. Apple’s 100,000 employees are

dedicated to making the best products on earth, and to leaving the world better than we

found it.

Additional Content: • Images

• Video

Press Contacts: Alex Kirschner

Apple

[email protected]

(408) 974-2479

Teresa Brewer

Apple

[email protected]

(408) 974-6851

Apple, the Apple logo, iPhone, iSight, Live Photos, Touch ID, Apple Pay, FaceTime, Siri, Night Shift, Retina, Mac, iPad, iMovie, True Tone, Lightning, App Store and Apple Store are trademarks of Apple. Other company and

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Apple Media Helpline (408) 974-2042 [email protected]

Table of Contents

1. Welcome

A. Welcome

2. Copyright Page and Preface

A. Section 1: About the Cover

B. Section 2: Copyright

C. Section 3: Dedication

D. Section 4: Foreword

E. Section 5: Preface

F. Section 6: About the Author

3. 1: Defining Public Relations (Part I: Evolution)

A. Introduction: Defining Public Relations

B. 1.1: Prominence of Public Relations

1. 1.1.2: Influencing Public Opinion

2. 1.1.3: Management Interpreter

3. 1.1.4: Public Interpreter

C. 1.2: Public Relations Publics

1. 1.2.1: Public Relations Functions

D. 1.3: The Sin of “Spin”

E. 1.4: What Manner of Man or Woman?

F. Summary: Defining Public Relations

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

4. 2: The History and Growth of Public Relations

A. Introduction: The History and Growth of Public Relations

B. 2.1: Ancient Beginnings

1. 2.1.2: Later American Experience

2. 2.1.3: Into the 1800s

3. 2.1.4: Emergence of the Robber Barons

4. 2.1.5: Enter the Muckrakers

C. 2.2: Ivy Lee: The Father of Public Relations

D. 2.3: The Growth of Modern Public Relations

1. 2.3.2: Counseling

2. 2.3.3: Corporations

E. 2.4: Public Relations Comes of Age

1. 2.4.2: Heightened Public/Media Awareness

2. 2.4.3: Societal Change, Conflict, and

Confrontation

3. 2.4.4: Spread of Democracy and Capitalism

4. 2.4.5: Growth of Social Media

5. 2.4.6: Public Relations Education

F. Summary: The History and Growth of Public Relations

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

5. 3: Communication (Part II: Preparation/Process)

A. Introduction: Communication

B. 3.1: Goals of Communication

1. 3.1.2: Contemporary Theories of Communication

C. 3.2: The Word

D. 3.3: Receiver’s Bias

1. 3.3.2: Symbols

2. 3.3.3: Semantics

3. 3.3.4: Peer Groups

4. 3.3.5: Media

E. 3.4: Feedback

F. Summary: Communication

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

6. 4: Public Opinion

A. Introduction: Public Opinion

B. 4.1: What Is Public Opinion?

C. 4.2: What Are Attitudes?

1. 4.2.2: Motivating Attitude Change

D. 4.3: Power of Persuasion

1. 4.3.1: Influencing Public Opinion

2. 4.3.2: Polishing the Corporate Image

E. 4.4: Managing Reputation

F. Summary: Public Opinion

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

7. 5: Management

A. Introduction: Management

B. 5.1: Public Relations Management Process

C. 5.2: The Public Relations Plan: Conceptualizing

1. 5.2.2: Activating the Public Relations Campaign

D. 5.3: Setting Public Relations Objectives

1. 5.3.2: Public Relations Implementation

E. 5.4: Public Relations Departments

1. 5.4.2: Reputation Management

2. 5.4.3: Where Are the Jobs?

3. 5.4.4: What Does It Pay

4. 5.4.5: Women and Minorities

F. Summary: Management

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

8. 6: Ethics

A. Introduction: Ethics

B. 6.1: Ethical Issues Abound

1. 6.1.1: Doing the Right Thing

C. 6.2: Ethics in Business

D. 6.3: Corporate Social Responsibility

1. 6.3.2: Ethics in Journalism

E. 6.4: Ethics in Public Relations

F. Summary: Ethics

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

9. 7: The Law

A. Introduction: The Law

B. 7.1: An Uneasy Alliance

C. 7.2: The First Amendment

D. 7.3: Defamation Law

1. 7.3.2: Disclosure Law

2. 7.3.3: Ethics Law

3. 7.3.4: Copyright Law

4. 7.3.5: Internet Law

E. 7.4: Litigation Public Relations

F. Summary: The Law

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

10. 8: Research

A. Introduction: Research

B. 8.1: Essential First Step

C. 8.2: Public Relations Research Principles

1. 8.2.2: Public Relations Research Methods

D. 8.3: Evaluation

E. 8.4: Online Research

1. 8.4.2: Social Media Metrics

2. 8.4.3: Web Research Considerations

F. Summary: Research

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

11. 9: Media (Part III: The Publics)

A. Introduction: Media

B. 9.1: Paid vs. Owned vs. Earned

1. 9.1.2: Owned Media

2. 9.1.3: Earned Media

C. 9.2: Objectivity in the Media

1. 9.2.2: Print Media Hangs In

2. 9.2.3: Electronic Media Leads

3. 9.2.4: Online Media Competes But…

D. 9.3: Dealing with the Media

1. 9.3.2: Value of Publicity

2. 9.3.3: Pitching Publicity

3. 9.3.4: Online Publicity

E. 9.4: Handling Media Interviews

F. Summary: Media

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

12. 10: Social Media

A. Introduction: Social Media

B. 10.1: Public Relations and the Net

C. 10.2: Websites

1. 10.2.2: Email

2. 10.2.3: Blogs

D. 10.3: Social Networks

1. 10.3.2:Twitter

2. 10.3.3: YouTube

3. 10.3.4: Instagram

4. 10.3.5: LinkedIn

5. 10.3.6: Networking Sites to Consider

6. 10.3.7: Social Media Measurement

E. 10.4: Online Communication Vehicles

F. Summary: Social Media

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

13. 11: Employee Relations

A. Introduction: Employee Relations

B. 11.1: A Critical Function

C. 11.2: Communicating “Trust”

1. 11.2.2: S-H-O-C the Troops

D. 11.3: Internal Tool Kit

1. 11.3.2: Online Communications

2. 11.3.3: The Intranet

3. 11.3.4: Print Publications

4. 11.3.5: Bulletin Boards

5. 11.3.6: Town Hall Meetings/Suggestion Boxes

6. 11.3.7: Internal Video

7. 11.3.8: Face-to-Face Communications

E. 11.4: Internal Social Media

F. Summary: Employee Relations

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

14. 12: Government Relations

A. Introduction: Government Relations

B. 12.1: Don’t Call It “Public Relations”

C. 12.2: Government Public Relations

1. 12.2.2: Two Prominent Departments

D. 12.3: The President

E. 12.4: White House Press Secretary

F. 12.5: Lobbying the Government

1. 12.5.2: Political Action Committees/Super PACs

G. Summary: Government Relations

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

15. 13: Diversity Relations

A. Introduction: Diversity Relations

B. 13.1: Multicultural Diversity

C. 13.2: CSR–Corporate Social Responsibility

1. 13.2.2: Community Relations Objectives

D. 13.3: Serving Diverse Communities

1. 13.3.2: Latinos

2. 13.3.3: African Americans

3. 13.3.4: Asians

4. 13.3.5: Muslims

5. 13.3.6: LGBTQ, Seniors, Even Students

6. 13.3.7: Dealing with Diversity

E. 13.4: Nonprofit Public Relations

F. Summary: Diversity Relations

1. Discussion Starters

2. Pick of the Literature

3. Case Study

4. From the Top

5. Public Relations Bookshelf

6. Endnotes

16. 14: International Consumer Relations

A. Introduction: International Consumer Relations

B. 14.1: Worldwide Consumer Class

C. 14.2: Consumer Relations Objectives

1. 14.2.2: Handling Consumer Complaints

D. 14.3: Reenergized Consumer Movement

E. 14.4: Operating Around the Globe

1. 14.4.2: International Business Ge

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