Apple splits its pitch: Can it work?

    Just Watched

    Will new iPhones revive Apple's mojo?

Will new iPhones revive Apple's mojo? 02:41

Story highlights

  • Apple has launched two new iPhones, one for early adopters and one for budget crowd
  • Tech journalist Stuart Miles says Apple is staying within its remit of keeping things simple
  • Most importantly, the company is expanding in new markets like China and Japan

For the first time, Apple has launched not one, but two iPhones at its now-annual iPhone launch event.

As the rumors predicted, Apple has split its phone line into a premium all singing, all dancing flagship phone for the early tech adopters and one that will play to the so-called "budget" crowd looking for an iPhone with a more colourful, youthful approach.

The expected result? A successful one. The iPhone 5C gives Apple an affordable phone for those that it has yet to lure into buying an iPhone 4 and iPhone 4S. At the same time it has helped create a greater gulf between the two devices that was never really there with the iPhone 4S and the iPhone 5.

Now, early tech adopters who opt for the iPhone 5S -- compared to their parents or kids that will more than likely opt for the iPhone 5C -- can claim a faster, more powerful phone. It has greater connectivity, an abundance of sensors, including the new addition of fingerprint scanner called TouchID, and more premium materials.

    Just Watched

    Will people buy new iPhones?

Will people buy new iPhones? 03:50
PLAY VIDEO

WATCH MORE: Will Apple get its mojo back?

It's a clever move from Apple as it protects its justification for higher prices. It has, at the same time, created a phone for "the people," that in reality is just as powerful as the previous flagship, the iPhone 5, at a knocked-down price.

    Just Watched

    Check out Apple's new iPhone 5C

Check out Apple's new iPhone 5C 02:34
PLAY VIDEO

Not that the competition will be saying that. SIM-free, the new iPhone 5C is still expensive compared to the HTC One and the Samsung Galaxy S4.

      Just Watched

      iPhone 5S to come in gold, gray, silver

    iPhone 5S to come in gold, gray, silver 02:49
    PLAY VIDEO

    It might be budget, but Apple believes even this "cheaper" phone is the best on the market. Even though it comes with an "unashamedly plastic shell," in the words of Jony Ive at Apple, you are still going to pay for it.

      Just Watched

      iPhone 5S has fingerprint technology

    iPhone 5S has fingerprint technology 02:05
    PLAY VIDEO

    That shouldn't be a problem. In the hand, it feels great and very much akin to the iPhone 3G and iPhone 3GS we all raved about over five years ago.

    READ MORE: Hands-on impressions

    New hardware combined with new software is certainly enough for Apple at the moment. The naysayers will say that it's not, that Apple has failed to innovate here and that there isn't much to woo you from Android with its treats and tricks offered by Samsung, Sony, and HTC.

    Apple's approach has always been about simplicity, about delivering a device that is easy to use, a device that is the best it can make.

    If you look at that remit, Apple's done it again. It hasn't allowed itself to be sidetracked with gimmicks that sound impressive but are never used.

    Android users will most likely tell you that they've never used face recognition to unlock their phone, although they've probably tried it.

    There is no eye-scrolling tech, movie modes that automatically make films from your footage, or ways to determine what wine you are drinking by snapping the label.

    READ MORE: How your finger can become a password

    That, from a marketing message, could make the playability of the two devices sound limiting. But Apple prefers the tried and tested solid approach. The phone just works.

    These two phones might sway some Android users across and probably sweep up most of the former BlackBerry users.

    More importantly, they will open the iPhone to a global audience that is looking for its first smartphone, especially in the new markets like China and Japan.

        CNN Business

      • An Iraqi worker adjusts a control valve at the Daura oil refinery on November 5, 2009 in Baghdad, Iraq. Iraq and a grouping of U.S and European oil companies Exxon Mobil Corp and Royal Dutch Shell PLC signed a $50 billion contract today to develop the West Qurna oilfield, two days after the Iraqi South Oil Company signed a technical service contract with Britain's BP and China's CNPC to develop the Rumaila oilfield. The Iraqi government is trying to attract foreign investment, especially in the oil sector, in hopes of reviving its war-torn economy. Iraq has the third largest oil reserve in the world but it is producing way below its potential. (Photo by Muhannad Fala'ah/Getty Images)

        Airstrikes, rebels seizing control of oil fields, plus a severe refugee crisis are a recipe for market panic. So why are Iraq oil prices stable?
      • A view of gloves and boots used by medical staff, drying in the sun, at a center for victims of the Ebola virus in Guekedou, on April 1, 2014. The viral haemorrhagic fever epidemic raging in Guinea is caused by several viruses which have similar symptoms -- the deadliest and most feared of which is Ebola. AFP PHOTO / SEYLLOU (Photo credit should read SEYLLOU/AFP/Getty Images)

        The biggest Ebola outbreak in history is taking its toll in Western Africa, hitting some of West Africa's most vulnerable economies.
      • People enter a casino in Las Vegas, Nevada, on April 18, 2009. Las Vegas is the most populus city in the US state of Nevada and internationally renowned major resort city for gambling, shopping, fine dining and entertainment. Las Vegas which bills itself as the �Entertainment Capital of the World� is famous for the number of casino resorts and associated entertainment. AFP PHOTO/Jewel SAMAD (Photo credit should read JEWEL SAMAD/AFP/Getty Images)

        Macau has overtaken Switzerland in the wealth stakes, being named the world's fourth richest territory by the World Bank.
      • spc marketplace middle east ata atmar a_00010015.jpg

        Saudi Arabian Bateel brand is best known for its delectable dates but it now has more than a dozen cafes and a new bakery in the works.
      • Vantablack designed by Surrey NanoSystems absorbs 99.96% of all light. It however will not be the solution to the creating the world's ultimate slimming black dress! A dress made out of this material would render the curves and contours of the human body invisible and would leave the wearer looking like 'two dimensional cardboard cut-out.'

        A British nanotech company has created what it says is the world's darkest material. It is so dark the human eye can't discern its shape and form.
      • Jibo robot is designed to be an organizer, educator and assist family members. CNN's Maggie Lake met him and says she was impressed with his skills.
      • A picture taken on March 15, 2014 shows children playing at the sprawling desert Zaatari refugee camp in northern Jordan near the border with Syria which provides shelter to around 100,000 Syrian refugees. Syrian refugees in the seven-square-kilometre (2.8-square-mile) Zaatari camp in Jordan fear that President Bashar al-Assad's likely re-election this year will leave their dream of a return home as distant as ever. The brutal war in Syria between the regime and its foes shows no sign of abating and has killed at least 146,000 people since it erupted in mid-March 2011. And 2.5 million Syrians have fled abroad and another 6.5 million have been internally displaced. Jordan is home to more than 500,000 of the refugees.

        Sandwiched in between Iraq and Syria, Jordan's destiny seems to be one of a constant struggle for survival. John Defterios explains.
      • SHEFFIELD, ENGLAND - NOVEMBER 18: Queen Elizabeth II wears 3 D glasses to watch a display and pilot a JCB digger, during a visit to the University of Sheffield Advanced Manufacturing Research centre, on November 18, 2010 in Sheffield, England. (Photo by John Giles - WPA Pool/Getty Images)

        At the last football World Cup, it was all about 3D. This time around, it's nothing less than 4K.
      • An Iraqi worker adjusts a control valve at the Daura oil refinery on November 5, 2009 in Baghdad, Iraq. Iraq and a grouping of U.S and European oil companies Exxon Mobil Corp and Royal Dutch Shell PLC signed a $50 billion contract today to develop the West Qurna oilfield, two days after the Iraqi South Oil Company signed a technical service contract with Britain's BP and China's CNPC to develop the Rumaila oilfield. The Iraqi government is trying to attract foreign investment, especially in the oil sector, in hopes of reviving its war-torn economy. Iraq has the third largest oil reserve in the world but it is producing way below its potential. (Photo by Muhannad Fala'ah/Getty Images)

        Iraq produces 3.3 million barrels per day and has the world's fourth-largest oil reserves. But the current crisis is putting all this in danger.
      • Valves of gas pipe-line are seen in the gas station not far from Kiev on March 4, 2014. The European Union will help Ukraine pay the $2.0 billion it owes to Russian gas giant Gazprom, a top official said Tuesday, as part of an aid package reportedly worth more than one billion euros. AFP PHOTO/ ANDREY SINITSIN (Photo credit should read ANDREY SINITSIN/AFP/Getty Images)

        The gas standoff between Russia and Ukraine could have a knock-on effect on Europe. Explore this map to find out why is the EU nervous.