An also-ran event from Apple; but job done

So the latest set of iPhones will hit the market later this month. There will be queues. There will be slightly tame excitement. There will be headlines about millions of devices flying off shelves.

A few readers have been asking where the hell my opinions have been, given the launch took place 48 hours ago.

I have to say that I’m suffering dramatically from lethargy when it comes to Apple at the moment.

It’s pretty bad. I’m sorry to say that all I could manage was a slight raise in my eyebrows at the basic news. At the price point announcement I had to smile briefly and nod my head.

It would have been quite fun to see how a £199 iPhone 5C would have performed in the market. Apple’s focus is clearly on retaining a higher margin and higher quality customer who’s more likely to be prepared to buy more from the Apple ecosystem. One of the challenges with folk buying £99 or £199 phones is that they, by definition, are a lot more careful with their money.

The rough 80 pounds/dollars/preferred-currency-unit difference between the 5C and the 5S devices should probably make it easy for most Western operators to offer the 5C free on contract. Sensible. The plods like me who like to buy the ‘best’ will still chuck up the extra either upfront or to buy the device outright.

Oh I’ll buy a 5S.

But just because I’m not that enamoured with anything else.

The finger print sensor? Nice.

Meh. It’s certainly smart technology.

I can’t seem to get that excited by Apple any more.