Lower-priced iPhone is aimed at new markets

09/10/2013 | Advertising Age (tiered subscription model)

Apple on Tuesday unveiled its low-cost iPhone 5C, which the company hopes will help it break into foreign markets where Android has taken a lead. The iPhone 5C will be the first iPhone model launched simultaneously in China and the U.S. "[F]or Apple it marks a shift from constantly improving, not lessening, the iPhone's quality and getting consumers to pony up for each new iteration," writes John McDermott.

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