The noticeably introduced new smartphones,iPhone5s and iPhone5c,were released by Apple on September 20,2013.

iPhone5s is powered by the new Apple A7 system-on-chip,the first 64 bit processor and supplied with the newly-upgraded operating mobile system IOS 7.In terms of its design,the iPhone5s maintains similar to the iPhone5 with the home button updated with a new flat design which incorporates a built-in fingerprint sensor called TouchID.Despite these changes,the reason why flocks of people strive to purchase the iPhone5s is mainly because of its limited edition-iPhone5s in champagne gold.It is reported that a great number of customers were disappointed as the gold models were out of stock in the initial day.In my opinion, besides the brand loyalty to Apple,the champagne gold style wins the most of its market share.Although it receives many positive comments for its advancement ,customers are mainly attracted  by the champagne gold,as many people consider that the development in iPhone5s is not so stunning that they will change their own mobile phones.Ironically,the TouchID,one of the greatest features as the fingerprint-based password in iPhone5s,was deciphered by some German hackers a few days after its release.

Another type of new products-iPhone5c,which is designed in the colorful plastic body with no specific development,is not favored by many customers as it’s comparatively of no difference and it’s just a little bit cheaper.                                

citeshttp://en.wikipedia.org/wiki/IPhone_5S