The 5c doesn't exist to become a low-cost alternative to emerging markets. It simply exists to become the midrange model for when the iPhone 5s came out (similar to the 4 when the 4s came out and the 4s when the 5 came out). For example, when the iPhone 5 came out, the iPhone 4s became the midrange model. Were people flabbergasted if iPhone 5 sales were 2 to 1 compared to the 4s at $99? No. People expect the 5 to sell more because it is a newer phone, but people also expect the 4s to still sell because it is cheaper and people want cheap phones. With the 5s, things became a little different. Apple didn't want the 5 to cut into 5s sales. So they replaced the aluminum 5 with the plastic 5c but it is still the same phone which is the midrange model for $99. Why are people saying the 5c is a disaster for selling only 1/3 compared to the 5s? That is like people last year saying the 4s is a disaster because it sold 1/3 compared to the iPhone 5. Of course the newer model will sell more! The fact that Apple was able to sell even 1/3 of an older phone is genius.