“What, exactly, has Apple just done?” Benedict Evans writes for Seeking Alpha. “We know perfectly well what it has not done: it has not released a dramatically cheaper phone that could sell to the prepay market or even to mass-market contract customers outside the USA. This was widely rumoured and I myself thought Apple would go significantly cheaper, but it didn’t. But what did it do?

“The obvious answer is that Apple continued the existing strategy,” Evans writes. “A new high-end iPhone, with new cool tech (camera, 64 bit, fingerprint) that makes it the phone to beat for the next 6-9 months until Android catches up and overtakes it in the annual game of leapfrog.”

MacDailyNews Take: Bzzt. Android is simply not going to go 64-bit and have a working biometric security system that the world of commerce will trust within the next 6-9 months. Ain’t gonna happen.

Evans writes, “When you only make a handful of products, all of your moves are carefully considered. All of them have an agenda, and all of them are intended to achieve something. In other words, I’m cautious of applying the word ‘just’ to anything Apple does. There’s generally a plan.”

“Apple did not spend the last 12 months running advertising for the iPhone 4S. That was an “old phone”, and it was a phone you bought if you wanted an iPhone 5 but couldn’t afford it. The 5C is different. It’s a new iPhone, and indeed I think it’s the main iPhone. The iPhone 5S is the high-end one for people who want the latest tech – the 5C is the one for normal people. The same money now buys you a cool new phone, not a discounted old one,” Evan writes. “If you spend all of your time looking at this space you can miss this point. You know that the iPhone 5c is mostly the same as the 5 – ‘just’ the 5 in a new case, more or less. But consumers neither know nor care. They don’t go into the shop and ask how new the chipset is – they look at the phone itself as a buying proposition.”

Read more in the full article here.

MacDailyNews Take: Despite the fumble with the leapfrog reference, there is a good deal of sense in the full article.

[Thanks to MacDailyNews Reader “Arline M.” for the heads up.]