Apple's budget new handset, the iPhone 5C, could be the device to finally compete with the range of cheaper Android devices that have gained significantly in popularity over the past few years.
Ernest Doku, of comparison uSwitch.com, also hailed the advanced model, adding theApple's "rock-bottom" pricing injected a "modicum of surpass" into its latest announcements.
Apple's never had an offering for the mid-range smartphone market, leaving Samsung - with a phone for every budget - to clean up. The 5C could well be the trump card needed to trounce Android's hand.
More top news
The Government is launching a consultation on whether to move Channel 4 out of London, Culture Secretary Karen Bradley has announced.
The PM wants a simultaneous negotiation of how much we owe the EU in unpaid budget liabilities and a future trade deal with the EU.
MSPs voted 69 to 59 to mandate the First Minister to seek permission from the UK Government for a ballot to be held.