I resisted buying an iPhone for the longest time. Or was it that I could not afford to buy an iPhone for the longest time? Quite honestly, it was the latter. iPhones are always expensive. Why?

If I am to guess, I'm thinking it would be the sleek finishes, the fancy tech, the fact that they were Apple products. Or was I paying for the premium of holding an Apple product? Probably all of the above.

Probably I subconsciously felt that I would be privileged to call an iPhone my own. Buying one was something to aspire to. When it first came out, that might have been the case for some. Now, I think it's a status symbol to have the newest iPhone on the market.

What happened to the iPhone 5c?

The cheap product.
The one made from plastic.
The one that didn't produce for Apple.
The one that even Tim Cook avoids questions about.
That one.

The 5c was a flook! It never worked because it was anti-Apple - cheap. What makes Apple great is that it's not easily accessible. That's what it means to be part of the Apple tribe. If that's all the case, why make the 5c?

Because it made economic sense. Apple could offer a low-cost product into the market that anyone could buy. "You can buy a cheap phone from anyone, so why not buy one from Apple - a brand you know and trust."

Average doesn't work. When economists talk about being the low-cost provider, they're talking about making charts look nice. When conventionalists speak about the "traditional path," they're talking about the way it was done decades ago.

The artisan doer, one that masters the art of doing something - coming alive, does not follow the traditional path.

They don't want to be the low-cost provider.

They want to do the things that matter for the people who care.

Trust your gut.

Defy convention.

Come alive.