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.
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The news was announced on Instagram by director Spike Lee who described him as a "dear friend" and "a great actor".
In a statement the pair said they remained "great friends" and "will continue to support each other".
The comedian has handed over a not-for-profit cafe he opened last year to a charity that helps ex-prisoners and recovering addicts.