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If Apple had any sense, they'd be trying to target the market with a budget iPhone between the $200 and $300 price tags., which is what the 5C should have been.
The problem is that the iPhone 4S is kinda last-generation and is still $450 USD. Compare that to the Nexus 4 which is now $199 and the Nexus 5 which is now around $350 - $400. That's right, two superior phones are cheaper than the iPhone that was hot shit about two to three seasons ago.