In short, the phone is an evolutionary continuation of the previous model. Changes have been made mainly in its hardware on which, as mentioned previously, Apple has never really focused. Only the new colours and the fingerprint sensor will be apparent to the majority of users.

The "budget" iPhone

The presentation of the "budget" iPhone made ​​of polycarbonate or, speaking in plain language, of plastic has been anticipated with great interest. The name iPhone 5C is also not a surprise since the preliminary information had revealed it.

The phone will be available in five colours and it is mainly targeted to the young audience. Rumours has it that iPhone 5C would be Apple’s response with which it will try to fight against the cheap smartphones using Android and against Windows Phone. The free sale price of the device in the US will be $ 549 and, most probably, it will be slightly different in Europe, i.e. the figure will be the same but in euro. Certainly, the price is far from being budget and Apple itself has never presented the phone as "budget". The fans of the brand are disappointed since a model with the same features will replace the previous flagship iPhone 5. The company’s policy so far has been to reduce the price of the previous generation. Now, instead of an aluminium phone, users will receive a phone made ​​of plastic. This is definitely in favour of Apple’s profits but it is not in users’ interest.

Protective plastic accessories for the two models were presented as well. In general, the notion is not of something luxurious and long-awaited.

Let us summarize

The innovations in iPhone 5S are more "under the lid". They are new colours and a fingerprint sensor to unlock the phone for users which I do not consider as a good reason to buy the new model. There are no exciting innovations. The adherence to the standard schedule to launch a new design every year can play Apple a practical joke.

iPhone 5C comes in 5 new colours but its price is not nearly as attractive as expected. Furthermore, it will completely replace the former flagship iPhone 5, which is made of more luxurious materials. Some of the fans of Apple who expected to buy the former flagship at a better price will be disappointed.

In addition, the investors in the stock market reacted very negatively to the presentation of the new Apple smartphones and could not believe that they will be successful. The shares of Apple fell by as much as 5% overnight.

AAPL data by YCharts

It seems that the magic is about to disappear. Innovations and the excitement of them are no longer present in the products of Apple. There is a large group of developers of applications around iPhone and iOS still has the largest number of quality applications. A significant part of the users unconditionally accepts iPhone as a measure and standard in the industry. Sometimes even to the extreme:

However, this reserve of trust and that lead can quickly vanish if the company continues to introduce products that do not impress and have no "magic". Apple has alone raised the bar and now no one expects from them something other than a "wow" effect.

I would like to encourage all fans of mobile technology to watch the entire presentation, if you have not done so already. You can also decide whether my harsh assessment is right and share your opinion: