When is an iPhone not an iPhone? A: When it’s pink, blue or even gold. In what’s been classed as a ‘make or break’ event for Apple, the tech firm has unveiled a cut-price handset called the iPhone 5C as well as a high-end model called iPhone 5S.

More fun, more colour: Apple Senior Vice President, Marketing Phil Schiller introduces the new iPhone 5C and 5S. The new models will be available in the US on September 20. Pic/AFP