Has the Apple Brand Lost Its Edge? (Yes, It Has.)

It’s tough to be a luxury brand—no, really. Just ask Apple, whose “most important thing in the world ever” iPhone rollout seemed designed to appeal to both lower and higher-end consumers but failed to impress either (according to the tech blogs).

There were no surprises today. The products were pretty much what we expected: there was the “cheaper” 5C phone (which is still expensive once you consider monthly data fees, etc.) and the “fancier” 5S phone with “a better camera” and the much-touted “Touch ID” technology that allows you to unlock your phone by touching the screen rather than typing and swiping.

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