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Apple iPhone 5C

‘Apple must change marketing tack to prevent brand erosion’

Lara O'Reilly

Apple’s rivals were quick to turn to marketing to mock its apparent “me too” attitude after it unveiled a colourful plastic handset and a sister iterative update to its flagship iPhone yesterday (10 September). Although it is likely to survive tactical Twitter swipes from rivals, Apple must make sure its marketing is innovative and anything but mid-market if it is continue to be considered the leader of pack.

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