Video: Will the new iPhones 5S and 5C capture demand for Apple in emerging markets? Apple has announced two new iPhones, for the first time splitting its flagship product between a premium product and a more affordable version. The flagship iPhone 5S will feature a new chip that offers what Apple claims is desktop computer calibre performance, an improved camera and a fingerprint security scanner; the iPhone 5C will use a plastic body and many of the internals of the existing iPhone 5. Analysts say that the new devices are addressed at new emerging markets beyond the high-end segment of the market, such as China. But as James Roy from China Market Research Group in Shanghai says, Apple "may have challenges reasserting themselves" in these markets with the two models. For example, he points out that the cheaper iPhone 5C aimed at those that are more price conscious, "is not cheap enough to make it viable to compete with lower cost competitors in the lower segment of the mobile phone market." He adds: "There are a lot more competitors in the market than there used to be and there's a lot more choice and alternatives for consumers. The 5S and the 5C are not really showing enough added value that people had expected from Apple, that's going to make consumers return if they had gone away from Apple.