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I think the reason Apple introduced 5c is now obvious when the 5 came out although it sold well many people went with 4s and 4. That had lower margins so the profit growth wasn't the same as before.
Now with 5c that costs less than the 5 to make and discontinuing 5 they can keep their per phone margins high. Shows the difference between Jobs and Cook. Cook is a supply guy thats how he thinks. He is more about cutting costs than bringing something new or amazing to the market.
I don't buy apple as I dont like it but I dont deny that competition between Apple and Google/Android OEMS has pushed mobile tech to innovate a lot faster. Lets see what Apple brings in the OS front as in the hardware front I don't see anything really amazing or innovative.
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