Apple is a household name when referencing smartphones, so why is it that they are late to the upgrade party again? In yet another catch up tactic, Apple has finally provided their customers with the option to have their smartphone in a variety of colors. But why hesitate to give options already available on top smartphones such as the Moto X and Nokia Lumia series? Because Apple knows that Iphone loyalists will come in cattle formation to get the new Iphone 5C and Iphone 5S regardless. The manner in which Apple is handling its smartphones is proof that they are no longer interested in innovation. Apple is content with meeting industry standards and that makes its various competitors all the more attractive.