At it's iPhone event on 10 September, Apple didn't announce the cheap iPhone everyone was hoping for. Instead we have the iPhone 5c, which takes the internals of the year-old iPhone 5, adds a colourful plastic shell, and knocks £60 off the lowest SIM-free price.
Previously Apple would discount the year-old iPhone and sell it alongside the new model, but now its can sell the 5c as an entirely new product with its own TV adverts - treatment the older models never received.
The 5c is a very good phone, and the additional colours are exactly what Apple needed to broaden its iPhone range, but the price is higher than it should be. Apple had the chance to make a real mark in the mid-range smartphone market here, but opted to preserve its premium brand image instead.
Read the full review here.