What looks new, is new
A few times this week I’ve repeated the notion that in marketing, what looks new is new. The technically-minded may well view the 5C as a “rebadged iPhone 5”, but the overwhelming majority of people are not technically-minded, and to them, if it looks like a new iPhone, it is a new phone. To paraphrase Stanley Kubrick, the truth of the iPhone 5C is in the feel of it, not the think of it. Most people make purchasing decisions based as much or more on emotion than logic.