Apple launches latest additions to product line: iPhone 5S, iPhone 5C and iOS7

The iPhone 5C is "for the colourful" with five pastel shades of green, blue, yellow, pink (or red depending on your eyesight) and white. Coloured handsets and cases has been popularised by the mid-market smartphone, with Apple staying clear away from novelty. But the phone might catch the eye of the Chinese market.

Jan Dawson, chief telecoms analyst at Ovum said: "The cheaper iPhone is critical for expanding the addressable market, because many people in China and elsewhere simply can't afford to buy a current generation iPhone, especially when it's not subsidized. However, the key risk for Apple in launching a cheaper iPhone is that it may cannibalize sales of the high-end phone."

Apple has also designed covers (which will most likely to cost a fair whack) to let user's make the device individual, buy a handset in green and a cover in blue and the holes will let the green come through to make a design. The purpose of this... no we're not quite sure why either?