Apple still betting that punters will pay more for latest iPhone
The 5S is for those who want the latest and greatest iPhone while the 5C is for those who don’t want to pay top dollar for an iPhone
Everything from the colourful casing on the iPhone 5C to the fingerprint reader on the iPhone 5S had already been discussed in detail online, with speculation on the new features at fever pitch by the time invites for the event began circulating.
But that didn’t stop Apple fans from following every detail online as it unfolded.
“The business has become so large that this year we’re going to replace the iPhone 5. And we’re going to replace it with not one, but two new designs. This allows us to serve even more customers,” Cook said, before handing over to vice-president of worldwide marketing Phil Schiller to unveil the new designs.
This year’s launch was a new departure for Apple in a number of ways. It’s the first time that Apple has launched two iPhones at once, for a start. And it’s the first time that the company has acknowledged that there may be a need for more than just last year’s model for those seeking a more affordable iPhone.
Enter the iPhone 5C, a more colourful, budget friendly option; that “C” stands for “colour”.
It’s not quite as budget as iPhone watchers may have been hoping, and, as Apple executives talked about the device, they were careful to steer away from the notion that the 5C was a cheap phone.
Referring to the “incredible technology” inside the iPhone 5C, Schiller was talking up the “more fun”, colourful design.
“A few of you might have seen some shots on the web. And that’s cool, because everyone’s really excited about it,” he said.
“When you pick up and hold the iPhone 5C for the first time, you’re going to be blown away by the quality of it, and how rigid and great it feels in your hand.”
Apple chose its words carefully when discussing the 5C. Schiller praised the “hard-coated polycarbonate” casing that, according to designer Jony Ive in the accompanying video, is “unapologetically plastic” and seamless. Inside is a steel reinforced structure that also functions as part of the antenna system. Much was made of the design and how it fit in with the new iOS7 software in the keynote.
The changes to the iPhone 5C are almost all skin deep. On the inside, the 5C is practically the same as the iPhone 5. It has an A6 chip and, although the front facing camera has been bumped up to HD standard for FaceTime calls, the rear camera remains the same eight megapixel version that was seen in the iPhone 5. A higher capacity battery will also be a welcome addition for users.
There is enough to set the two phones apart, both in looks in performance. The “gold standard in smartphones”, the iPhone 5S has an A7 chip, a system on a chip and, for the first time, a 64-bit chip has been used in a smartphone, Apple’s Schiller told the crowd on Tuesday.
“I don’t think the other guys are even talking about it yet,” he said. That 64-bit will give the iPhone 5S a power boost, giving it up to twice the CPU and graphics performance architecture so it can run apps and games more quickly than ever before.
“We all want great performance in our devices. It’s hard to remember the old days when performance meant big processing cards and graphic cards, power supplies and fans; that defined computing performance,” Schiller said. “But thank God we’ve moved beyond that. Now customers want great performance that you can fit in the palm of your hand.”