APPLE WALKS FINE LINE BETWEEN CHEAPNESS AND CHIC WITH IPHONE 5C $AAPL $BBY $RSH $WMT $GOOG

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It was just last month that Apple released iPhone 5C with fanfare.  It was the first time that Apple had introduced two iPhones at the same time.  Also iPhone 5C was the first ever mid-market phone introduced by Apple.

Two data points show that iPhone 5C has hastened a march to the bottom.

First, major retailers such as Best Buy (BBY), Radio Shack (RSH), and Wal-Mart (WMT) started giving out big discounts on iPhone 5C.  Best Buy and Radio Shack advertised cuts as limited time deals.  However, both stores still price match and the phone can be had at a deep discount. Apple had priced iPhone 5C at $99 with a two year contract.  The phone can be had at Wal-Mart now for $45. It is common for price discounts to appear on a phone that nears the end of it prime life cycle.  I have never seen more than 50% discount on an iPhone so soon after the launch.

Could it be that iPhone 5C was not selling well and retailers had to discount to get rid of the inventory?  Could it be that retailers were using iPhone 5C as a loss leader to attract traffic?  To determine an answer, I conducted a survey at 20 iPhone retail outlets.  The conclusion from the survey is that iPhone 5C is not selling well.  The survey also showed that consumers prefer iPhone 5S by a wide margin.

The second data point came from a report from theWall Street Journal confirmed by Reuters.  The Journal reported that Hon Hai Precision Industry orders for iPhone 5C have been cut by 33%.  Reuters reported that iPhone 5C orders from Pegatron Corp have been cut by 20%...Read more at Forbes

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