Where Apple failed with new releases: Naming and Perception
Instead of playing fill in the blanks with the new model names what Apple should've done is use whole descriptive words.
iPhone 5C _ _ _ _ where people equate with 5Cheap
iPhone 5S _ _ _ _ _ _ for 5Samsung with the Samsung'ish rehashed gimmicks like Birddrop WIFI sharing, slide to answer which is annoying and dropped since released in 2011, best of many photos, etc.
They should've used for example:
iPhone 5 Color
iPhone 5 Speed (but not Security to avoid false advertisement lawsuits)
Simply changing the model name changes the perception away from cheap but pricey and not cheap to all iPhone 5 series being equal but with different personalities.