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I'm disappointed and confused by the 5c. It looks cheap but is expensive, not a good combination. I can't work out who it's even aimed at; teenagers? Not at £459 it isn't. The price is too near the 5s and whilst I'm sure that's intentional it smacks of short-termism.
Yes, Apple can charge whatever they want for their devices but it can't be ignored that Android is pulling ahead. Apple have the best apps at the moment and that counts for a lot but how long will that last if they end up with 5-10% market share? I'd never expected to see them offer a phone to compete with bargain bin Android phones but a mid range one is sorely needed. You can buy a Samsung S4 Mini* for less than £350. If they want to stop their market share from sliding they need to appeal to people who aren't necessarily already embedded in the iOS ecosphere. If I wasn't so tied to certain apps and therefore biased towards picking an iPhone I know which way I'd jump.
*comparing like with like in terms of screen size
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