Apple make great products. But they make great products seem even better through great advertising and marketing.

The iPhone 5C is in my honest opinion is pure genius at highlighting this point. If Apple had simply kept the 5 unchanged and released the 5S, the difference between the 2 lines would be hardly recognisable. It would also not create a reason to move up the line to the 5S.

But my having last years phone, manufactured in coloured plastic bodies with a few tweaks to the battery and LTE bands, Apple managed to manufacture the iPhone 5 as the iPhone 5C for less money, but still charge a premium price. In the same light, this created a definite wedge between the design of the 5S. And then the 5S had a new colour and slightly different finish on all 3 finishes to further differentiate. For some reason and somehow, Apple made the 5S in Gold seem special.

But going back to the 5C, people are now buying last years model, in far greater numbers than they would have been if it had just been a 5 with £100 off the selling price.

The 5C will also sell well over Xmas and throughout the year. It is not meant to outsell the 5S, but in the course of time it might get close or even surpass it. Stories about low sales of the 5C are just hype without fact. It is last years phone so initial sales will always be stacked towards the Apple fans buying the latest.

I also know of many Apple fans who prefer the curved feel of the 5C over the 5S. Specs are so good now, colour might just be more important.

My final thought is that Apple have managed to take a 1 year old phone, give it a new colourful body, in a cheaper to manufacture finish and therefore sell for less without impacting profit margins, and sell it more of them than all the others companies except for Apple’s iPhone 5S. Genius if you ask me!