Historically, Apple has always marketed itself as a premium brand - the BMW of computing - and while that core strategy looks unlikely to change for its latest models, don't be surprised to see a 'price realignment' of the 5c after the New Year. iPhone market share is currently taking a battering from Samsung, and though Apple is always happy to appeal primarily to a well-heeled minority, the company will be aware that there is tipping point in this connected age when low market share makes it no longer worth developers' time making apps for its phones, and record labels and book publishers may start disappearing from iTunes.