CUPERTINO, CA – SEPTEMBER 10: Apple Senior Vice President of Worldwide Marketing at Phil Schiller speaks about pricing for the new iPhone during an Apple product announcement at the Apple campus on September 10, 2013 in Cupertino, California. The company launched two new iPhone models that will run iOS 7. The 5C is made from a hard-coated polycarbonate and comes in five colors. The 5S comes in three colors, features a fingerprint sensor, has an upgraded camera, and contains an A7 chip. (Photo by Justin Sullivan/Getty Images)