Newer, cheaper, faster and a little prettier. Apple's much pre-hyped new phones.
For those with the urge to splurge- the 5S will start at $199 with a contract, and comes in, well, the colors of jewelry.
A rainbow of citrus colors for the budget bound. The 5C rings up at less than half its pricier sibling, but still a reach for many in the emerging markets Apple wants to reach: