Perhaps more importantly, however, the phone comes with a much more powerful 64-bit processor. Translating that out of geek jargon, it simply means the 5S is much faster than its predecessor, and theoretically offers a level of computing power that is equivalent to a laptop or desktop computer and unavailable on any other phone. Initially it will be best demonstrated in games and in the camera, which can now offer slow-motion and or up to 10-shots a second, but more uses will emerge.
The criticism, still, is that the 5S is clearly just an update to the 5 – critics ask if it does enough to maintain Apple's momentum. But there's another, much more conspicuous clue as to what Apple's plans are: the 5C is available in five colours, including self-confident pink and garish green, and the 5S is now available in gold. These may seem like tiny changes, but Apple has long prided itself on offering the iPhone solely in black or white. It has an identifiable aesthetic.
With the new models, however, it's seeking out new customers, not content with simply monetising its current vast army of upgrading users. The gold colour is popular in developing markets such as China and India, the plastic colours will further extend the brand in the West. So Apple is simply recreating its strategy: it will establish itself in emerging markets as a truly premium brand, and then extend as they expand into wider ranges. And gold is the price it will pay.
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