First look at iPhone 5C

First look at iPhone 5C

"Made with all the incredible technology that customers have loved with the iPhone 5.. more colorful than any iPhone we've made yet. A few of you may have seen some shots on the web.. and that's cool.. but you haven't really seen it yet."

iPhone 5C construction

"As close as you look you won't see seams or part lines. Vibrant icons, translucency, it creates an entire experience of colour. And it doesn't stop with the phone design." And cases too, made of silicon. With cutouts. Which you can combine "to create exactly the look that you want."

"It's made of a hard-coated polycarbonate" (isn't that plastic, mommy?) .

Spec time! 4in retina display. Widescreen video. A6 chip. Higher capacity battery than in the iPhone 5. 8 megapixel iSight camera. 3x zoom.

Supports more LTE bands "than any other smartphone in the world". Bluetooth 4.0.

(So the question now, is, what is the price going to be? If this is the low end, what is the high end?)

"A price of just $99." Translated from the American, that's about $550outside the US on prepay.

Quick analysis: So Apple isn't chasing the low end of the market. Or, really, even the middle range. How, then, is this going to drive sales? It might work in the US, but won't - unless the "new" and the "colour" works together to get people to buy them.

In pricing terms, this will cost about what the iPhone 4S was costing last week. Except it's new. So Apple will appear to be at the lower end - but it's really not mixing it with the midrange Android phones.

That said, it'll probably sell by the gazillion. Remember, Cosmo magazine is here: cheaper, colourful and new phones will have big appeal.