What I find funny here is that I know some people who actually bought an iPhone 5 only to watch the 5S version being launched at more than half the price of it's predecessor (according to local news).
Other funny thing is watching apple's iPhone 5C ad. It's like "Look, now it's plastic! Oh, and it has lots of colors! Have we mentioned it's plastic? Look at how we made them... Neat, uh? Look at this! It's glossy plastic!".
What I hear: "Ok, we ran out of ideas, but we need more money. Here's a plastic remake for the poor, so shut up and let us take your money."
And now, iPhone 5S has "Dedicated fitness tracking" so that you know how many calories you've burned while walking over to McDonalds. Yay!