"Apple's share of the market still remains lower than when the iPhone 5 was released, although this is not wholly unexpected, as shoppers tend to react more positively to 'full' releases than incremental improvements such as the 5s and 5c," said Dominic Sunnebo, strategic insight director, Kantar Worldpanel ComTech. The iPhone 5c, with its bright range of colors and lower price point was designed to appeal to a broader audience and provide an entry point for new customers to try the brand for the first time without a hefty price tag. "The good news for Apple is that this wider appeal is attracting significant switching from competitors. Almost half of iPhone 5c owners switched from competitor brands, particularly Samsung and LG, compared with 80 per cent of 5s owners who upgraded from a previous iPhone model," continued Sunnebo. Attracting new customers and luring them away from competitors is one of Apple's strategic strengths.