In the beginning of 2014, Apple’s CEO claimed that the success of the iPhone 5c was not as great as was anticipated prior to the launch of this much awaited phone. He further said that the main feature that called for an enthusiastic audience was the Touch ID system integrated with the iPhone 5S, a feature that is absent in the 5C. Thus the market has recognized the 5s to a greater extent than it could, the 5c. In a Taiwanese report it is mentioned that the sales of the Apple iPhone 5c could have been much lesser than what Apple was initially expecting. Similarly elsewhere it is mentioned in Digitimes, that around 3 million units of the iPhone 5c are waiting to enter the market in Taiwan, however the supply has exceeded demand. Low sales could be a potential reason for Apple’s reduction of marketing through social media outlets.
It is also reported that a number of Tumblr users have shared news regarding a new Apple advertisement which shows the phone having a additional design with iconic dots appearing at the back of the phone’s case. At the end of each advertisement is a musical slogan ; “Enjoy the show”.After doing research, 9to5Mac made the claim that it is indeed Apple itself that is launching these advertisements and not some Apple enthusiast . On Tumblr the advertisement appears to be sponsored whereas the source code can be traced down to Vimeo where MAL appears to host the video. MAL is Apple’s official Vimeo account.
All these seem to be efforts by Apple to boost its sales of the iPhone 5c. Even greater evidence to signify that the 5c is not doing as well as expected is the recent price reduction of the iPhone 5c at Walmart. Even though the sales of the iPhone 5c have not increased, it is notable that Apple does not intend on changing the design for its next phone, iPhone 6. The latest reports show that the design of the iPhone 6 will be a combination of the iPod nano (seventh generation) and the iPhone 5c.