Left is the iPhone 5S, Right is the iPhone 5C

So, recently Apple has unveiled their newest versions of their flagship product, the iPhone. The new version are the iPhone 5S, and iPhone 5C. Now, loyal consumers realize this is completely different to Apple’s normal strategy. Every year, they would release a newer version of the previous iPhone, however, this year, they released two new version, discontinuing the previous iPhone 5.

But why?

Why would they release 2 smartphones, essentially being competitors to one another, and not only release one, more expensive kind?

Apple’s marketing strategy is no stranger to out of the box thinking. Previously, past competitors such as Sony Ericsson would release completely different phones, instead of rereleasing an updated version of a previous phone. But with Apple’s strategy of releasing updated version of past phones, this allows consumers who have had their old iPhone, feel old and outdated.

The difference this year is that with the two different types of iPhone, they are essentially targeting different niche markets. One for a younger generation, who likes vibrant colours (5C) and one for an older, sophisticated generation (5S). This allows for a different approach to consumers when selecting a new phone, while staying loyal to the Apple brand.