Apple increased their market share in the smartphone market during the fourth quarter of 2013, mainly in thanks to the release of their iPhone 5s and iPhone 5c handsets. It was the first time that Apple had launched parallel handsets and is something that industry insiders had been calling for for several years if Apple wanted to make faster gains in the market. Surely it was common sense that by launching their usual top end model the 5s along with a brighter, more varied and slightly cheaper model, they would maintain their existing fan base and also add extra customers who perhaps didn’t need or couldn’t afford the business like 5s. Continue reading →