Apple's hi-tech iPhone 5S made eye-popping sales, while its 'low-cost' version iPhone 5C didn't and the company's former advertising executive attributes this to the phone's 'plastic exterior'.
Apple intended to bring its technology to the emerging market with the colourful, budget-friendly iPhone.
However, Ken Seagall pointed out that it was because Apple 'doesn't do cheap' and its customers have no desire or use for them, news.com.au reports.
Seagall said that iPhone 5C was introduced as a more affordable handset but Apple missed the mark with the device priced at 739 dollars (handset only) and still labeled ' cheap'.
He further pointed out that Apple makes products for people who care about design, simplicity, quality and a great experience, and are willing to pay more for these things.
Seagall pointed that the advertising campaign around the iPhone 5C focused too heavily on the word 'plastic', with designer Jony Ive even describing the phone in the ad as 'unapologetically plastic,' something that only diminished demand for Apple's product.