The iPhone 5s was hugely popular with over 30 million phones sold, so the launch of the larger iPhone 6 no doubt irked some people.
Apple are hoping to cover their bases with the announcement of the iPhone SE which looks almost the same as the iPhone 5S, but it packs in the more powerful A9 and M9 chips from Apple's current 6S range.
There's also an upgraded 12-megapixel camera with Live Photos and 4K video, as well as Apple Pay support.
The phone also has most of the other features from the 6S including retina front-facing flash; hands-free Siri commands; and support for faster LTE and 802.11 AC Wi-Fi speeds. They had to leave out the 3D touch support though, which is probably a limitation of the size of the device.
Pricing will start from £359 for the 16GB model which is the cheapest phone ever for Apple and the 64GB model is £439. The pricing of these phones is the most impressive part of the announcement for us, while they are hardly cheap it does limit the argument of Android phones being more affordable.
If you are like us and need to insure your new iPhone SE when it arrives then check out SureWise Gadget Insurance.