They haven't said what the C is .. It could be cheap, china, colour, cost, etc. but it's an iPhone 5 in plastic with just a $100 reduction. All my friends were very exited for this phone but I had told them that apple would never reduce the prices of the new phone to capture markets. I was thinking it would cost around $349 starting price as they did with the iPad mini costing $329 but it seems they've gone too far and priced it $549. In what world would we buy a plastic iPhone that costs just $100 less than aluminium. There is a $99 cost for contract but that's in USA and not in other countries. They have a very high profit margin on a phone which is very cheap. The moment I saw the price I remembered john scully and the way he priced the products. The 5C should not be for profits but to capture markets, once they've done that, they can get profits automatically. The only reason for such a high cost I can think of is because the price of dollar has gone up whole the value of yuan and rupee and other currencies have gone down. So if it cost less in china(the manufacturers) then they get it cheap but if the Chinese manufactures increase their prices then it's obvious apple would do that.. So if they want to sell it in other countries they need to see the exchange rate and the future rates. But considering all this, $549 is still way to high for a company who has all alluminim products and only 1 plastic flagship product. If anyone has any other reason, it would be nice to learn it.