Apple just briefly touched on the retail performance of the new iPhone 5S and 5C during its iPad event yesterday, and what little data it offered was old: the company once again touted the 9 million units sold during the first weekend before moving on to App Store stats and, shortly thereafter, OS X Mavericks. That was it. The iPhone wasn’t mentioned again on stage.
Critically, that brief mention offered no more insight into the breakdown between 5S and 5C sales. As Apple has switched up its iPhone strategy this year — offering two new models for the first time — interest in the success of that strategy has been extremely high, particularly since the 5C didn’t live up to the rumors and expectations that Cupertino would deliver a low-cost phone for price-sensitive markets like China, India, and Brazil. Can Apple pull off an “unapologetically plastic” smartphone at a premium price, or is it still pigeonholed in the very high end of the market with its flagship 5S?
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