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Apple Inc. (NASDAQ:AAPL) Ex-CEO Wants Premium at Knock-Down Price

Apple Corporation is starting to see competition from the most unlikely of places as one of its former CEOs launches a phone line. Engadget reports that former Apple CEO, John Sculley will be launching a line of unique and low priced smartphones in the next couple of months. This move places the former Apple CEO fighting with the likes of Microsoft and Google as they try to take more from emerging markets.

Engadget reports that former Apple CEO John Sculley and Ammunition design founder Robert Brunner have teamed up to create a new line of smartphones called Obi Worldphone. The devices are mid-level cheap smartphones appearing in two models, both under $200. The SF1 will cost $199 while the SJ1.5 will cost $129. Sculley is targeting buyers under 25 years old in the emerging markets of Asia, Africa and the Middle East.

Competing with Microsoft and Google for Emerging Markets

Google and Microsoft has been making quiet moves to take on the emerging markets of Asia, Africa and Middle East as growth continues to stall in the West. Google started the move when it announced that it wants to launch a low-cost smartphone for 6 African countries. The Android phone, which will be produced by Infinix will have an $87 price point.

Earlier this week, Microsoft unveiled its plan to strengthen its positon in emerging markets with the launch of two Internet-enabled feature phones. The phones will have a $37 price point and they’ll allow users browse sites using the Opera Mini Browser, or explore what the rest of the Web has to offer using Bing Search.

The Obi Worldphones are not only competing with Microsoft and Google on price points – of course, they are a bit pricier than the Infinix One at $87 and Nokia 222 at $37. However, the phones are packed with features that might make the equivalent of Apple iPhones in emerging markets. Think “high-end” reasonably priced smartphones and not cheap plastic phone from Google or dumb phones from Microsoft.

The Apple of emerging markets

Apple controls about 10% of the global smartphone market; yet, it hoards 92% of the profits in the global smartphone space. Apple has not shown any interest in the remaining 90% of the world because they can’t afford its iPhones and the firm doesn’t want to make cheap phones. Robert Sculler is trying to fill the void by merging a decent price point with high-end specs that might makes Obi Worldphones the iPhone equivalents in emerging markets.

To start with, the Obi Worldphones runs a Snapdragon 615 processor and is $199 for 2GB or RAM and 16GM of storage and $249 for 3GB of RAM and 32GB of storage. The $199 version has a reinforced fiberglass body with five-inch display, front and rear cameras. The phones are also equipped with Qulacomm and MediaTek processors, Sony camera, Corning Gorilla Glass and Dolby sound.

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Victor Alagbe is a seasoned business and finance writer with a specialty in writing about how to invest for the long-term in healthcare, pharmacology, energy and tech stocks. His long-term focus is on stocks that provide a nice mix of growth and income. For the short term, he passionately writes about trading stock options for the excitement and leverage that stock options offer.

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