New lowercase s iPhone naming scheme

I'm sure forum members just as OCD as I am have noticed that the new iPhones are called iPhone 5s and iPhone 5c instead of 5S and 5C. This marks a slightly new naming scheme, since both the 3GS and 4S before them had capital S's in their names. Apple even retroactively changed the name of the iPhone 4S to 4s. 2ngzy3n_medium

via i43.tinypic.com

Personally, I don't like it. It makes the names look plural (sort of like Mavericks, though I at least understand that one). Any theories as to why Apple would do something weird like this?