Less than the 5S.
I'm not "acting like they've fundamentally changed their phone offering"; you're arguing with the voices in your head on that point. The mid-range offering cost less than the high-end offering before, and it still costs less.
Oh really?
"In any case, it still costs less, and it runs iOS. That's all that matters. "
If that's "all that matters" why would the 5C attract Android customers that previously weren't attracted to buying the 4S or the 4?
Why even bother?