Here is the thing -if Apple had continued their strategy what we would have is a top tier 5s starting with 199$ in a two year contract. And in addition to that a 5 with reduced cost at 99$ which means 5C pricing. The 5 is superior to the 5C. It has high quality materials and is thinner and lighter than the 5C. I think it is a rather smart move for Apple business wise. They give their old hardware a new , cheaper housing and sell it at slightly reduced price with improved margins. No doubt they will sell a lot and make a ton of money. But as an informed customer - it really feels like a rip off.