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Apple has entered into a voluntary agreement that means it may add a new anti-theft "kill switch" to its iPhones from next year, meaning if anyone steals your handset you can wipe everything off it unless it's returned later.

Cult of Mac reports that Google, HTC, Motorola, Microsoft, Nokia, Samsung and Apple all agreed to make global changes to the way they help facilitate security measures.

Apple's commitment is hardly surprising given it already has an Activation Lock built into iOS 7, making it hard for thieves to use iOS devices they've stolen.

No one knows for sure what the newest iphone - rumoured to be unveiled in a few months - will look like, but there are plenty of design concepts already online and these from iCulture are our favourites so far.

Teaming up with Martin Hajeck, iCulture has published a series of photos showing off a handset that looks a little like a beefed up iPad Nano. It has curved edges, a narrow bezel, a larger screen and a much slimmer body.

Let us know what you think of the concept in the comments below.





lowbatt.pngIt's astonishing to think that only a few years ago we used to live without having around the clock access to our e-mails, social networks and Wikipedia (which is always important when arguing in the pub). The trouble is that unlike the old Nokia 3310 bricks of old, batteries don't seem to last as long as they used to - rather than charge once every few days. If you're an iPhone user you'll eventually find yourself plugging in to charge whenever you're near a socket, worrying that you won't ever find power again.

So is there anything you can do to make the battery anxiety better?

Close apps properly

If it isn't absolutely essential then consider closing your apps. Some apps that you've opened will often run in the background to carry out non-essential tasks will can use up power.

To close an app properly, double-press the home button and your iPhone will show you currently running apps. In iOS7 simply swipe up on the screenshot of the app to close it fully. If you haven't upgraded yet, press and hold on the app's icon and a small cross will appear on the icon - press this to stop the app.

Switch off Background App Refresh

If you have iOS7 then it might also be worth switching off "Background App Refresh" - which enables apps to refresh their content even when not being used. To do this head into Settings, then General, and then you'll see the controls for Background App Refresh. You can either switch this off for all apps, or switch off individual apps, if you know they're particularly draining.

Watch out for GPS usage!

Perhaps the biggest single drain on your battery is likely to be location-based services. If you spot the little arrow in the corner of the screen then be aware - your phone is connected to the GPS satellites and is rapidly wasting all of that battery. So try not to use Google Maps too much, and if an app asks if you'd like to enable location services for a given app, definitely give it some thought.

Switch off 3G

If you're really worried, consider switching off 3G and stick with the slower but less consuming GPRS instead. If you live in a rural area with patchy signal, you may not even notice the difference anyway. Heck, you could even switch off all data if you want to pretend it's 1997 again (perhaps watch some videos of Tony Blair and Friends before you do, to get in the mood).

Switch off Bluetooth and Wifi

If you're not using bluetooth and wifi - switch 'em off. I can't stress this enough. If they're not being used, the radios inside the phone are still on, still constantly searching out for networks and devices to connect to, which will use more power completely pointlessly.

Turn down the brightness!

Arguably the biggest drain on a smartphone's battery life isn't the 3G, or the music playing - but is in fact the screen. Making that panel glow brightly all day is hard work for your phone, so why not do it a favour and decrease the brightness of the screen?

Switch off notifications

Do you really need to know every time someone likes your post on Facebook? Or do you really need to play your turn in Words With Friends immediately? Every time your phone receives a notification it will vibrate, play a sound and the screen will light up for a few seconds - each eating a tiny little bit of power each time. You can manage which apps can send you notifications by going into Settings and then Notification Centre.

Similarly, if your phone automatically checks your email every few minutes, consider switching this off or decreasing the regularity. Do you really need your emails refreshed every two minutes on a sleepy Sunday afternoon?

Airplane Mode

Finally, if worst comes to the worst, then it might be time to switch to airplane mode. Sure, no one will be able to contact you (which might defeat the point of a phone), but it will mean your phone lasts that little bit longer, and if emergency strikes, you'll still have some battery left.

iPhone5s-firstpic.jpgFancy an iPhone, but put off but its rather titchy (when compared with its rivals) four inch screen? Well the evidence is mounting that the next generation of iPhone is very likely to have a much bigger screen.

The latest person to claim that an Apple Phablet is on the cards is Jefferies & Co. analyst Peter Misek. Now Misek has been quite a good source of Apple info in recent times so it is worth taking what he says seriously.

His latest note to investors contained the following...

"Despite still seeing risk to CQ4 and FY13 revs, we now believe better [gross margins] will allow Apple to skate by until iPhone 6 launches with its 4.8″ screen."

He goes on to add that he thinks that the large screen will spark a significant upgrade as Apple owners surge to buy the bigger model. He also thinks that the brand has just about enough to keep consumers onside with the iPhone 5s and 5c too.

Misek isn't the first to claim that Apple is working on a bigger screen iPhone. The WSJ has also run a story about it and quite frankly it would be surprising if the next iPhone didn't have a bigger screen considering the way most of Apple's rival have moved.
We'll just have to wait and see.

There are now lots of options if you're looking for a video chat app for your iPhone or iPad. Spin, which launched only days ago is already looking set to shake up the industry with it's promise of high quality video and sound - as well as sharing functionality. Sadly it is US-only at the moment, but we are expecting a UK launch soon. Until then who are the more established players, and what are they offering?

Spin_Gathering_2_iPad.jpgThese days it takes quite a lot to get me excited about an iOS app. However I can realy see the potential of Spin a brand new app for both iPad and iPhone that has launched this week. It is an app that might just take video communication via phones and tablets to a new level.

On one level it is a video chatting app that enables the user to chat to a group of people. The difference between Spin and say Skype is that the unlike other video-chatting apps such as Skype, is that Spin presents each person in the conversation in a square which can be moved around the screen. It works superbly on the iPad, less well on the titchy screen of the iPhone. However the smart bit is that it lets the users do so much more such as sharing video or image content.

In this way Spin lets you easily access Facebook and Flickr photos or YouTube videos which you can then shares with up to nine other people. So for example you could share holiday snaps with you entire family or share your latest music video with a posse of your fans.

There's also some interactivity options too so you can throw paper aeroplanes at people or send them visual messages.

The company is also taking the high ground in terms of quality claiming its HD visuals and 44kHz audio are superior to its rivals.

The platforms works seamlessly on the iPad but does highlight the limitations of the small screen of the iPhone. Hopefully an Android version is imminent so we can see how it works on the Galaxy Note and the Sony Xperia Z Ultra.

It is available for free from here, but sadly only if you have access to the US app store.

The best Apple iPhone 5S Cases for girls

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Well, after all the rumours about slow demand it turned out that the iPhone 5S is Apple's fastes selling mobile ever. Did you nab one? If so check out our list of the best female-friendly cases.

Eight stylish Apple iPhone 5C Cases

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Well that didn't take long. As soon as the wraps came off Apple's budget new iPhone the accessory mob piled in with new cases for the phone.

This time they do have a bit of competition with Apple's own take. But if you don't fancy that then here are some others that are worth taking a look at.

Apple sells nine million iPhones in three days

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Well so much for those reports that demand for the new iPhones was low. Apple has announced it has sold nine million new iPhone 5s and iPhone 5c models in three days.

The company added that demand for iPhone 5s has exceeded the initial supply, and many online orders are scheduled to be shipped in the coming weeks.

"This is our best iPhone launch yet--more than nine million new iPhones sold--a new record for first weekend sales," said Tim Cook, Apple's CEO. "The demand for the new iPhones has been incredible, and while we've sold out of our initial supply of iPhone 5s, stores continue to receive new iPhone shipments regularly. We appreciate everyone's patience and are working hard to build enough new iPhones for everyone."

Reading between the lines it seems that the growth has been powered by the iPhone 5s and that the iPhone 5c has been a slower burner. The interesting part is whether sales of the 5c creep up as times goes by. Apple diehards would want the higher specced 5s at launch, but it could be that the cheaper 5c attracts a wider audience as time goes by.

To put the figure in some kind of perspective Samsung sold around 20 million Galaxy S4s within a couple of months of its launch.

rhinoshield.jpgWe have all been there. Watched as a smartphone has tumbled from our bag or pocket only to land screen facing down on concrete. If you were unlucky you would have then been looking at a cracked screen and a replacement bill of around £50.

Which might make the £17.99 Rhino Shield, iPhone screen protector pretty good value. The .029cm thick uses self-adhesive silicone to stick to your screen and then apparently absorbs 5x the impact of the phone's Gorilla Glass.

The company says that is you stick it properly it keeps the slimline aesthetics of the phone and should be free from air bubbles.

Here's the Rhino in action.

More info here.

The Guardian today ran with the story that according to one network demand for the new iPhone 5C was only a tenth of what it has been for previous new Apple mobiles.

A source told the paper

"It's been a big disappointment," said a mobile network source. "We are seeing a decline in the number of pre-orders. They are 60% to 70% less than we were expecting, and we didn't expect them to be massively high given it's not the flagship model."

But is it just the iPhone 5C that hasn't been anywhere near as popular as previous models?

It appears that even the retailers think that unlike in previous years when the phones sold out quickly this time there will be plenty to go round.

Scott Hooton, Chief Commercial Officer at Phones 4u has said that his store intend to put 'five times more iPhone stock into store for launch, compared to any other year before.'

That either means that Phones 4u has got a special new arrangement with Apple or that demand for the phones is nowhere near what has been expected.

So is he putting a positive spin on the lack of demand, or is the opposite true and that the phones are still going to be hugely popular?

Here's what he said

"Apple mania has truly taken a firm grip on the nation this week, so we are extremely pleased to be putting five times more iPhone stock into store for launch, compared to any other year before, which will help enable us to meet this demand from our customers. We are also proud to announce that we anticipate to have iPhone stock available in every Phones 4u store across the UK at launch this Friday, as well as over the launch weekend. This is great news for all those iPhone fans who are wanting to get their hands on the latest smartphones from Apple!"

Are the young deserting Apple? Thats the question that's being posed by mobile phone comparison site, It has carried out a study aimed at uncovering the age of the average iPhone in the UK and found out that the average age of an iPhone owner has risen by a decade in the last two years.

The study polled a group of 2,083 adult iPhone owners aged 18-65 and asked them to state when they had purchased their first iPhone handset.

A surprisingly high 37% had purchased their first iPhone handset in the past 6 months; with the average age of respondents who'd purchased their phone in the past 6 months revealed to be '34.4 years.'

Contrast this with the 52% of respondents who had been an iPhone owner for two years or more, where the average age of making their purchase was '24.8 years.

Interestingly when asked if they were planning on extending their iPhone contracts after their existing ones had expired, 66% of people aged 35 and over said 'yes'; while just 42% of those aged 18-34 said the same.

Of the younger group 42% of respondents said they were going to swap the iPhone for a Samsung while 26%, claimed 'It's too expensive to keep up the payments on my iPhone contract.'

Adam Cable, Director of, made the following comments on the results of the study:

"I am not particularly surprised at the rise in the average age of the iPhone owner over the past two years. I have even noticed that my parents and many of their friends are now proud iPhone owners, obsessed with downloading iTunes and apps, and engaging in social media more than ever."

"This, along with the expense of keeping an iPhone, may explain why many of the younger iPhone owners polled in our study are considering switching to another make of mobile phone once their current contracts run out, despite the recent announcements surrounding the release of the more economical upcoming iPhone 5C."

So what do you think?

I am guessing that this survey was undertaken before the launch of the Apple iPhone 5S and 5C, which will certainly attract some younger buyers. It will be interesting to monitor those iPhone sales figures in the next few months.

Apple has today confirmed that the worldwide - well US, Australia, Canada, China, France, Germany, Hong Kong, Japan, Puerto Rico, Singapore and the UK - launch of the iPhone 5S and 5C will be on Friday, September 20. That's this Friday folks.

That means Friday, September 20 at 8:00 a.m. local time in Apple retail stores and at 12:01 a.m. BST at the Apple Online Store.

For more details on the iPhone 5S go here and 5C go here.

In the UK, the new iPhones will be available through EE, O2, Three, Carphone Warehouse, Phones4u and Apple Authorised Resellers.

Apple has also confirmed the pricing.

Here is what the manufacturer says...

iPhone 5s comes in gold, silver or space grey, and will be available in the UK for a suggested retail price of £549 (£457.50 ex VAT) for the 16GB model and £629 (£524.17 ex VAT) for the 32GB model and £709 (£590.83 ex VAT) for the 64GB model. iPhone 5c comes in blue, green, pink, yellow and white and will be available in the UK for a suggested retail price of £469 (£390.83 ex VAT) for the 16GB model and £549 (£457.50 ex VAT) for the 32GB model.

backtrack-breathalyser.jpgNeed to know how much alcohol is in your body after a bit of drinking session? Well there's an app that's admittedly paired with a device for that. Firefox has unveiled the BACtrack iPhone Breathalyser . which it claims is the first Blood Alcohol Content trackers that works with a mobile phone. It basically measures how inebriated our area from a single breath and then via Bluetooth sends the details to your IPhone or iPad.

So why do you need this? Well if you are driving anywhere you really ought not to go near the sauce, but I guess if you want to monitor your alcohol consumption and the impact that it is having on your body then this is a useful system. The app apparently not only gives you an insight into your alcohol levels it stores your readings allowing you to track you BAC levels over time and to view your habits throughout one particular night, or the past few weeks.

You can also let the world know you have been drinking via Facebook and Twitter, updates that I assume your boss will find fascinating should you be drinking on a 'school night'

It is yours for £150 from here.

Solar powered concept phones have been around for a while now, Nokia did some interesting work in this area a few years back and again more recently there is a strong selection of solar powered chargers for iPhones and other mobiles.

But might solar powered phones be about to hit the mainstream? That's the rumours following new reports that Apple is working on solar powered elements to its batteries to reduce the strain caused by brighter screens and faster processors,

A recent job listing confirmed that the company has a requirement for a solar power expert within the company's Mobile Devices group.

The company filed this patent for a solar panel earlier in the year.

Good news for Apple from the UK. It seems as if British consumers are impressed with both the new iPhones.

Scott Hooton, Chief Commercial Officer at Phones 4u has described demand for the new phones to be 'phenomenal' and easily outstrips that for the Apple iPhone 5.

He also points out that it is the young - 18-30 year olds who are keenest on the new mobiles, which hints that the 5C gamble might be about to deliver some pretty impressive returns.

Here's what he said

"The demand for the new iPhone 5c and 5s has been truly phenomenal in the first few days of pre-registration. We have already seen double digit growth in pre-registrations compared to the same period for iPhone 5 last year, and with the exceptional rate in which we are receiving these, we are predicting that the new handsets will set a record as generating the most pre-registrations ever at Phones 4u.

We know from looking at our pre-registrations that men are currently showing the most interest in the new Apple iPhones (65 per cent) and we have also seen a huge appetite for the new smartphones amongst 18-30 year olds, who have taken up almost two thirds of the pre-registrations. To date, this interest has also shown that 75 per cent are intending to purchase the new iPhone 5c or 5s on 4G, so not only are we expecting pre-orders of the iPhone 5c to go through the roof this weekend, we are gearing up for an exceptionally busy launch day on 20th September, when both officially go on-sale at Phones 4u stores across the country and online."

Simon Poluter of What Would David Bowie Do takes a look at the future of Apple.

Ever since Steve Jobs' death - and even before it - clouds of disquiet have been cluttering the otherwise perfect blue skies above Silicon Valley.

The world's technology children have been growing increasingly restless and the tea parties to launch new Apple products have become somewhat more rambunctious. Technology's seemingly bullet-proof upstarts, who hooked a generation of consumers on their sugar-rich digital snacks, have left them addicted and in need of greater highs. However, to stretch this analogy painfully further, many Apple addicts have grown agitated and jittery, as the highs have worn off quicker each time something new has come along.

A desperate desire for rabbits from hats

It wasn't that long ago that Jobs launched the iPad and totally disrupted the PC, telecommunications and networking industries simply by performing the by-then time-honoured Apple trick of doing something someone else has already been doing, but doing it better and making it cool.

But that was early 2010. In tech terms, a lifetime ago. It's now the critical final third of 2013. This week's launch of the iPhone 5S may have been - in classic, 1990s technology 'arms race' terms - a step up in terms of horsepower, and the iPhone 5C may be smart tactical marketing - but, to be blunt, so what?

Financial markets have reacted in much the same way, but whereas the Apple fanbase has been disappointed by the lack of sexy new toys, investors have been disappointed by Apple's apparent reluctance to lower its prices to gain entry into the Asian markets they so desperately need to penetrate to beat Samsung and their Android brethren.

Herein, then, lies the frustrations of being a corporate player trying to balance sex appeal with good family finance management. It was only April 2012 that headlines declared Apple, once close to bankruptcy and dismissed as niche, to be the world's most valuable company, worth more than $600 billion.

This was, remember, little more than six months after Jobs' death, an event that brought the turtle-necked deity further adulation, but also sharp concerns about the company his successor, Tim Cook, would be taking over.

Share price worries

By September last year Apple's share price topped $700, but in the year since it has sunk as low as $385, with about $230bn wiped off the company's value, before recovering to the mid $500s. By Wednesday this week, it was at $467.

Working for a company whose share price is in single digits, to be into triple digits would be a luxury. But given Apple's metoric rise from computer manufacturer-of-choice for creatives, to today's consumer electronics behemoth, a stock price topography like that of the last year makes for uncomfortable viewing.

Welcome, then, to life at the very top. Such a scale of financial fortunes is the stuff of Greek gods chucking mountains at each other. Only a company like Apple can reveal successive quarters of eye-watering profits and telephone number-length revenues, and still have investors wiping large chunks off the company's value because of a lack of exciting new baubles for the Christmas tree, as they did last year.

The iPhone 5S and 5C are hardly revolutionary, despite what Tuesday's press event was at pains to point out. Fast phones exist, ranges of coloured phones exist. The 5S, with it's 64-bit capability will either appeal to the speed freaks who simply want the best, or to the gamers happily screwing their eyes on the iPhone's now relatively small screen. Perhaps the enhanced camera might prompt swapouts from existing iPhone 5 and older iPhone 4 owners, or maybe the fingerprint recognition will draw out paranoid urbanites.

There's no question that these new phones are intended to crowbar open Asia for Apple. But they are also Apple's 'new' phones for the rest of the world. How many iPhone 5 owners do you know, since Tuesday, to have said "meh" at the idea of queuing on September 20 to trade up?

In Asia they have a different job convincing people to get in line. Clearly Apple know where they need to plug gaps (it's no coincidence their "special event" on Tuesday was streamed live to journalists in Beijing, Shanghai and Tokyo, as well as in Berlin). Apple's brand is notably weaker in Asia, where Samsung is more consistently appreciated. My suspicion has been that the weeks, even months of apparent leaks about iPhone 5 components have been also to whet Asian appetites, collectively the world's largest smartphone market (with China far and away the single biggest).

For those in Apple's strongest geographies (drop a pebble in the pond that is Silicon Valley and watch the ripples permeate outwards) the reaction to Tuesday's hardly-a-surprise announcements has been muted. This audience holds the highest expectations that, when the company stages a press event, it should actually rain gold, and not just gold-coloured phones.

Where next?

Call me greedy, like an unsatisfied child on Christmas morning, but what else? Where was the screen size variation to challenge Samsung? Where's the new iPad and iPad Mini? What else does Apple have in the innovation tank?

One slide during Tuesday's presentation said it all: it was meant to show off the speed evolution of the iPhone, but in the process simply showed how the iPhone evolution cycle has slowed down. Whereas Apple were quick to refresh and update the first iPhone, intervals between later models have grown larger. At the same time, Samsung and the Android fraternity have busied themselves with all manner of devices.

Tuesday's launch may well have been a tactical affair, but the company shouldn't forget - even if it appears to be doing so alarmingly quickly - what built their phenomenal financial position: it was the sprinkling of fairy dust that its former CEO - together with the influence of Sir Jony Ive - applied every time he walked out on stage at the Moscone Center in San Francisco, and elicited genuine gasps of surprise, time after time, of something new, something different and something desirable.

Article originally published here.

baby-apps-main.jpgGillian who writes A Baby on Board, a blog all about London life as a new mum, shares her five favourite iPhone apps that might prove lifesavers to parents of young children

Congratulations, you're going to be a parent! The good news for modern mums and dads is that there are mobile apps to cover every conceivable stage of the childhood journey: from fertility calendars through to baby monitors and school activity planners. And while they can't get up in the middle of the night for you to change a nappy, apps can be helpful, entertaining and just really useful when you have a baby.

So what are the best iPhone phone apps for parents? Here's our top five:

YouTube - free
It seems like a simple option, but YouTube is an absolute parenting savour. You can guarantee that you will be able to find clips of most children's cartoons and programmes that will keep them entertained on long car journeys or when they wake up for the day at 5am. As well as the usual kids TV suspects, there's also a whole host of weirdness that little ones seem to love: from Kinder Surprise opening clips, to the annoyingly catchy Gummi Bear song, and Susan Boyle's first TV audition (my daughter's interesting current favourite).

The Wonder Weeks - £1.49
Not a fan of parenting books in general, and run screaming at the mere mention of Gina Ford? Well, The Wonder Weeks app might be for you. It's a baby development calendar that is
is almost spookily accurate at predicting which weeks your baby is likely to be upset, along with some gentle suggestions as to how you can help them. The app is the handy form of the bestselling book, and includes a progress chart that will tell you at a glance if your child is under a dark cloud (bad) or a sun (good!). No naughty steps are involved.

GoBaby London - £1.49
Described as a 'map app for parents on the go' GoBaby helps London mums and dads find the nearest accessible tube stops and friendly baby-change facilities. Designed and developed by a new mum after she found it difficult to get around the city with a pram, the app lists over 1,000 places including cafes, restaurants, libraries, museums and shops to help you find the nearest baby changing places when you're out and about. There's also a comprehensive guide to step-free London transport stations as well as live transport updates, to help make your journey as tear-free as it can be when you have a baby on board.

BBC iPlayer - free
Parents, what are the chances that you'll actually get to sit down to watch TV in the evening, exactly when you want to? In all probability you will plan to watch a programme, then the baby will wake up and you will miss it. The mobile version of BBC's iPlayer means you will be able to play TV catch-up, in your own time. wherever you are - in bed, walking round the house, or trapped on the sofa under a sleeping child.

Twitter - free
Again, a simple and seemingly obvious app suggestion. But parenting can be confusing, amusingly frustrating, and at times, lonely. And Twitter is a fantastic source of advice, solace and entertainment. It's a simple and instant way of reaching out and talking to other parents, asking for opinions and first-hand recommendations on everything from nappy cream to the best white noise app. If you're up in the night at 2am you can guarantee that someone else will be too, and right there to chat to.

What's been your must-have parenting app? Leave a comment and let us know.

touchid_hero.jpgSo there you have it - a pair of new iPhones. What do you think? Did they float your boat? Are you going to be ready to upgrade in a week or so's time?

Here then is what some industry figures have had to say about the products..

Tony Cripps, principal device analyst at Ovum think that overall it was pretty good day for Apple. He is especially taken with the iPhone 5S.

"Clearly there's little need for gimmicks in the flagship 5S, in a launch replete with significant spec upgrades over and beyond the usual screen improvements. Apple, is certainly offering meaningful innovation here. Moving to a 64-bit architecture means Apple can genuinely claim to have brought something new to the smartphone party. It should certainly help the company further cement its lead as a mobile gaming platform and will give the Android fraternity something to think about in a space whose significance is sometimes downplayed beyond the gaming world."

Cripps highlights the new sensors which work even when the main processor isn't activated is a very clever move

"Ingratiating itself to the burgeoning community of health and fitness application developers with new sensors is also a good move by Apple at a time when consumer and professional interest in those categories are booming."

As for the iPhone 5C he suggested that

"Anyone expecting Apple to come truly down market with the iPhone 5C was fooling themselves. "It does though indicate an acceptance that the consumers in the upper reaches of the smartphone mid-market are increasingly looking to distinctive devices of their own, and are not happy to accept cast offs or dumbed-down versions of former flagships. Colour variations and a clear design of its own is a good way to do this and clearly Apple isn't too proud to follow its smartphone rivals in using this tactic."

Scott Hooton, Chief Commercial Officer at Phones 4u is, as you would expect pretty excited by the new releases:

"We're expecting some very happy customers after today's Apple announcement that a more affordable version of the new iPhone, the iPhone 5c, will be available alongside the iPhone 5s. Our research has shown that there is a strong appetite for both options - with 27 per cent of people indicating an interest in getting their hands on a lower cost iPhone and 33 per cent more inclined to buy a premium version."

Hooton believes that Apple has hit the two main drivers which encourage people to upgrade.

"Our research has also shown that the two main drivers for customers considering purchasing the new iPhone are the highly-anticipated new operating system (59 per cent) and a brand new design (38 per cent) so the fact that both of these have been confirmed today, is sure to excite those who have been waiting eagerly for the newest addition to the iPhone range".

Lynnette Prigmore, Head of Product at accessory specialist Proporta also welcomes the new phones.

"We're delighted to meet the iPhone 5C and its many colours, as well as giving a nod to Apple for recognising its customers' need for personalisation with an array of silicone cases. We're pleased to offer even more in the way of accessories, including a clear Hard Shell to show of those lovely colours, which will be available tomorrow morning from"

She adds

"With any new Apple model, it's a race against the clock for accessories manufactures such as ourselves, and the timing of these new iPhone models will definitely see us wanting to have cases and screen protectors in stores as soon as possible. Our new collections from Proporta and our branded partners such as Ted Baker, Barbour, Joules, Quiksilver, Naf Naf, Roxy and the newly signed, V&A Museum, will be available to pre-order from our website first thing, with more designs to follow in the coming weeks."

Serial entrepreneur Jason Calacanis was quick to offer his opinions. He is impressed by the iPhone 5C but thinks Apple has left it late to launch it

"Apple released a cutting-edge $99 smartphone today (under 2-year contract, of course) to compete with the cornucopia of Android phones in that price range. Why? Two words: Market. Share. Android is crushing iOS on activations (i.e. new devices being turned on), and it's because all the affluent folks out there have already bought smartphones. The only market left is the bottom half, and they're not going to pay Apple's $200-300 premium over an Android phone. Marketshare has a cascading effect, because the person with the most market share is the one who gets the App first. That running order was Apple then Android and maybe Windows 8 or Blackberry. Last year advice started to come out from VCs to start on Android and get a lot of users, then release an iOS version. That scared Apple into doing this. However, they should have never let it come to this. All the revenue in the bank they have from only selling up market products isn't worth losing their marketshare lead. Now they are playing catch up--a huge blunder. They should have had the 5C option out two years ago. Then they would have 75% of the market."

Calacanis adds that the key announcement of the day was the fingerprint sensor on the iPhone 5S - TouchID.

"TouchID is a huge step for Apple because it is a major piece of two huge businesses: identity and payments. Today's announcement is a shot across the bow of Facebook's authentication as well as PayPal/Visa/American Express. In the future you will not authenticate into a new game or SaaS product with your Google or Facebook IDs, you'll authenticate with the more powerful TouchID from Apple. When that software or App wants to bill you, it will hit your credit card on file with Apple. So, imagine you use Fandango to buy movie tickets, well, you'll just put your thumb on the scanner and the tickets are bought. Same with Fab or Groupon flash sales. This is the top of the iceberg for Apple, and it's the announcement of the day."

The Apple iPhone 5C UK pricing and availability

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The iPhone 5c comes in blue, green, pink, yellow and white and will be available in the UK for a suggested retail price of £469 (£390.83 ex VAT) for the 16GB model and £549 (£457.50 ex VAT) for the 32GB model.

The iPhone 5c will be available from the Apple Online Store, Apple's retail stores, select carriers and select Apple Authorised Resellers.

iPhone 5c cases will be available in blue, green, pink, yellow, black and white for a suggested retail price of £25 (£20.83 ex VAT) through the Apple Online Store, Apple's retail stores and select Apple Authorised Resellers.

The iPhone 5c will be available in the US, Australia, Canada, China, France, Germany, Hong Kong, Japan, Puerto Rico, Singapore and the UK on Friday, September 20, and customers can pre-order their iPhone 5c beginning Friday, September 13.

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