Apple goes plastic and colorful with new iPhone line

CNBC ^ | September 10, 2013 | Cadie Thompson , Eli Langer

[Hojczyk]

But the most significant news to come out of the event is a new security feature on the iPhone 5S called Touch ID, which is an app that allows users to use their fingerprint to access information in their phone.

The new function is essentially a fingerprint identity sensor in the home button on the phone that enables users to unlock their device. However, it can also be used as a substitute for passwords when making purchases, including in Apple's iTunes Store.

"Your fingerprint is one of the best passwords in the world. It's always with you," said Dan Riccio, Apple's senior vice president of hardware, at the event.

Apple broke tradition and rolled out two new colorful iPhones models, the iPhone 5S and the iPhone 5C, at its Cupertino event on Tuesday.

As expected the iPhone 5C, which features a plastic casing and starts at a subsidized price of $99, is cheaper than the iPhone 5S, which starts at $199. The iPhone 5C comes in multiple bright colors including green, pink, yellow and blue, while the iPhone 5S comes in gray, silver and gold.

[quimby]

Apple stock falls after every announcement. It has no bearing on what future sales or success will be. (Classic case of "buy the rumor, sell the news, IMO.)

Maybe apple should stop making announcements. The stock is 467 today compared to 700 one year ago.