This iPhone was thinner and lighter than ever and was revealed on September 12, 2012 (Savov, 2012). Everyone was a little tired because it was also the first iPhone completely supervised by Tim Cook. But Apple did not disappoint. With a larger screen, LTE technology, iOS 6 software and a new 8MP camera, there were over 2 million pre-orders in the first 24 hours (Savov, 2012). It was the first time in telephone history that demand exceeded available supply. There was just one big problem that a lot of people didn't like right away. This is how Apple replaced the charging port from a 30-pin connector with a new Lightning cable (Savov, 2012). This was the first change in iPhone uniformity. This generation was also the most expensive, and Apple was concerned that the price would dissuade people from purchasing their products in the future. That's where they got the idea for the iPhone 5C and 5S, the next upgrade. These phones were launched on September 20, 2013 and had a wide target audience due to the low cost of 5C and lavish upgrades of 5S (Brewer, 2013). The iPhone 5C lacked some of the things that made the 5 special, like not having Touch ID, using the A6 chip instead of the A7, and not having the slow motion recording option like the 5S, but the two shipped with iOS 7 and most of its internal hardware was the same (Brewer, 2013). Both models sold more than 9 million phones within the first three days of release (iPhone 5C, 2013). Although a cheaper option, the 5C was not as successful as the 5S, as Apple had overstocked the 5c and struggled to sell them all. This is when Apple had to take a completely different approach with future generations of