iPhone 5C was launched this fall by the company Apple Lossless Audio CODEC (ALAC), and despite the fact that the device was supposed to attract a new segment of users, in the end it only succeeded in redirecting a good part of Apple's customers to iPhone 5S. In an attempt to explain the failure iPhone 5C, one of the former people who designed advertising campaigns for Apple says that the use of a plastic case for the device was ultimately the big issue that drove users away.
First, Steve Jobs was right. Apple is a company that doesn't do "cheap." It makes products for people who care about design, simplicity, quality and a great experience — and are willing to pay more for these things. Clearly plastic was a big part of the iPhone 5c strategy. The launch ad was entitled Plastic Perfected. The launch video featured Jony Ive explaining that the iPhone 5c was "unapologetically plastic." Unfortunately for Apple, creativity can be a double-edged sword. The "unapologetically plastic" line in the product video was so interesting and memorable, it got played back over and over in articles about the lackluster demand for iPhone 5c. Not exactly what Apple intended.
The use of plastic in iPhone 5C and its presentation as a "perfect" terminal, after years of criticizing terminals Samsung made of plastic, did not help in any way to popularize this device. It was perfectly normal for users to stop wanting plastic iPhones since Apple had implemented in everyone's mind that smartphones with plastic cases were not "cool", so why would an iPhone have been successful? 5C made of the same material?
To be honest, iPhone 5C is a very interesting terminal and looking at it only through pictures you will not have the desire to buy it, but using it for a few minutes you will instantly change your opinion, but many have not reached this point. In the end, the plastic killed the iPhone 5C, and Apple intends to "retire" it in the fall.
