People complaining that the 5C is too expensive $549 for it's off-contract price and that's totally understandable. Thing is, Apple does not cater to low-profit margin areas, because it frankly doesn't need to. In my opinion, the 5C is named the 5C and 'unofficially' dubbed 'cheap' in order to make a clearer distinction between the budget and premier 5S flagship phone. After all, the 'luxury' Gold color is only available on the 5S. Additionally, the 5C screams 'not flagship' with it's various playful colors and unabashedly 'plastic' exterior (per statements made by Apple executives during the keynote). Also, they are completely stopping iPhone 5 production, so the iPhone 5 replacement will come in the more budget-looking 5C. What Apple did in my opinion, was create a class between budget and flagship, not to compete against Android, but to create a hierarchy/classicism within the Apple hardware ecosystem. The more 'durable' looking slightly cheaper 5C will belong to the kids while the luxury iPhone 5S line will be for the older crowd (I'm thinking high school kids and over will want a 5S over a 5C). People saying that Apple is losing it's grip on innovation. This is a bunch of crock. Apple stock is down 5% as we speak. I would BUY, BUY BUY. Apple is not going anywhere. They're doing a great job!