At today's glitzy Unpacked event in San Francisco, Samsung unveiled a raft of new products, some of which are mostly aspirational for the time being. One device the company will hope to sell a boatload of in the coming months is the Galaxy S10e, a new cheaper variant in the popular series. It's a departure from the norm for Samsung, and a response to growing consumer unrest at the rising price of high-end flagship phones. It also serves to counter Apple's more affordable iPhone XR, obvious from the identical $749 starting price and variety of bright colors being made available.