It’s true that Apple didn’t exactly think too far outside the box when they decided to announce the new iPhone SE. Basically, they took the guts of the iPhone 6s and shoved them into the body of the iPhone 5. LG CEO Cho Ju-no disagrees with such an approach, slamming Apple for re-hashing an old idea and attempting to sell it as something new and exciting.

In talking with The Korea Herald, Cho says that “rolling out a product with same-old technology and features is not LG’s way.” He cites just now novel and innovative the totally modular LG G5 is by comparison, “delivering fun and exotic value to customers through premium products.”

Even when we look beyond the high-end, LG is attempting to innovate with its budget smartphone lineup too. Despite the lower price point, LG still wants to “create a very special value and make something out of it,” Cho told The Korea Times in a separate interview. “We do not care too much about a rival’s product.”

He’s got a point, of course, The iPhone SE is not “very special” and Apple isn’t providing customers with “fun and exotic value” with this smaller, more affordable iPhone. At the same time, it’s obvious enough that Apple is more interested in delivering that “very special” experience through its flagships instead. That’s what the upcoming iPhone 7 and iPhone 7 Plus should bring to the table.

The iPhone SE is for people who don’t want a giant phone. We have to recognize that Apple still managed to sell some 30 million 4-inch iPhones last year. That’s with tech that’s as much as two years old. Now those people can get tech that’s a little more up to date in a familiar package. The iPhone SE doesn’t excite me, but I’m sure it’ll be a profitable product for Apple.

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