After almost a year of speculation surrounding what was expected, and hoped, would be a bargain handset from Apple, yesterday's event and the tech giant's iPhone 5C announcement fell a little flat.
Apple has been gradually losing market share to rivals - including Samsung - for months, which led analysts to predict something would have to give.
Experts believed Apple would either stick to its guns and continue to produce luxe handsets that appeal to the more affluent customer, or widen its reach and capture Android fans that demand better value for money.
But during last night's event, Apple attempted to do both: It unveiled what is effectively a cheaper iPhone 5, feature-wise, but one that didn't quite live up to the expectations the rumour mill had created beforehand.
It also introduced its high-end iPhone 5S handset designed to be a premium device at a premium price, complete with fingerprint scanner.
Phil Schiller, Apple's senior vice president of worldwide product marketing, announced that the iPhone 5C will cost $99 for 16GB and $199 for 32GB, both on a two-year contract.
The iPhone 5S costs $199 for 16GB, $299 for 32 GB and $399 for 64GB in the U.S and £549, £629 and £709 respectively in the UK.
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