"But perhaps Apple is starting to realize that even if they don’t need to make significant changes to their flagship phone, they still need to sate the desire of their buying base, who want to show off their phone hardware as much as they do a new pair of fall boots or a new handbag. Originally, that was the iPhone itself, then the introduction of the app store and the plethora of cool games and services you could demo to your friends. But the iPhone 5C, which is only marginally better than its predecessors, are designed to make people feel good about buying what is essentially an old phone, repackaged in colorful plastic. The psychology of the new, in other words. Because for better or worse, Apple isn’t just about ownership — it’s about shownership, and inspiring desire and jealousy in those around you that you’ve got the latest device."
http://bits.blogs.nytimes.com/2013/09/16/rethinking-the-iphone-5c/?hp
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