OnePlus has just announced that it’s returning to making cheaper phones, and Apple brought out the iPhone SE 2 earlier this year. It’s easy to see why the wallet-friendly crowd-pleasers are popular with buyers, but it’s not so clear why companies have decided to embrace the new marketing strategy.

Well, here’s the simple reason: the companies are just following the market.

“Looking at Western European Smartphone Market in the last 5 years, it is clear that price segments above $600 USD are growing in volumes and even more in value share,” says Marta Pinto, research manager at IDC.

“In 2015 only 31.8% of the devices shipped to Western Europe were in that price point and in 1Q20 that share rose to 40.3% .”

Related: Best mid-range phone

The reason behind that shifting market is…

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