When Apple introduced the iPhone 5c, the ad campaign was built around an "unapologetically plastic" theme. Since then, Apple has been apologizing to shareholders for less than stellar sales results. On his Observatory blog, former Apple advertising executive Ken Segall suggests that cheap, plastic, and Apple just may not compute.
Steve Jobs was right, says Segall. "Apple is a company that doesn't do 'cheap.' It makes products for people who care about design, simplicity, quality and a great experience—and are willing to pay more for these things." He goes on to write that making plastic a big part of the iPhone 5c strategy may have backfired and be partly to blame for the unenthusiastic response to the product.