For many months, Apple was expected to unveil a cheaper version of the iPhone in order to help it compete with the challenge posed by mid-tier Android devices, currently leading to the Google operating system dominating the market.
However, when Tim Cook and cohorts stood on stage earlier this month to unveil the heavily leaked iPhone 5C – which comes in blue, green, red, white and yellow – the device wasn't quite the low-end, cheap smartphone the world thought it would be.
In fact, with the 16GB version costing £469 and the 32GB version costing £549, it is a very expensive device, albeit cheaper than its bigger brother, the iPhone 5S, which costs £549 and £629 respectively for the 16GB and 32GB versions. It also lacks the most noteworthy new feature of the 5S, the TouchID fingerprint scanner.
The question is then, why would you buy the 5C over the new flagship 5S, or a similarly specced, but cheaper, Android or Windows Phone device?
Superficially, very little has changed with the 5C from the iPhone 5. It looks pretty much the same, weighs about the same at 132g and its measurements of 124.4x59.2x8.97mm mean it's easy to hold and use in both portrait and landscape mode.
However, the most notable change in the device to set it apart from other Apple products is the fact it made of plastic. Jony Ive has gone as far as saying the product is "unashamedly plastic". Whether it really bothers you may come down to personal preference.
For example, the plastic design does not detract from the device in a way that means you would not want to use it. It's light and comfortable, and visibly you can't tell it is made of plastic, for the most part.
But if you tap the back of the device it has a distinctively plastic sound and feel – and this is not what we've come to expect from Apple through the years. This would be fine if the device cost £250-£350, but at a price of £469, we find this disappointing.
In a very non-Apple manner, the firm boasted about the fact that the 5C comes in some fairly garish colours, including a horrible lime green and a Nokia-like bright yellow. But you can also get the 5C in a far more respectable white (pictured below).
Next: Processor and screen