Uh!? 'Unapologetically plastic' is not new for the iPhone? 'Brilliant color' is not new? Cases with holes in it with 'colors in MULTIPLE PERSONALITIES' is not new? If none of these mattered, what was the point of the 5C!?Moreover, if it's as you say, they should perhaps have waited until Sept 20 to intro the 5S first, and then put out the C. As of now, it just feeds the unfortunately trite meme (unwittingly, on your part too) of "meh, no innovation."