Apple has launched a cheaper version of its existing iPhone 5c smartphone, cutting £40 from the current retail price.
The new version of the 5c comes with an 8GB memory - half that of the previous cheapest model - and is priced at £429, available directly from Apple's online store.
The iPhone 5c was launched last year but its sales have struggled to match those of the iPhone 5s, the more expensive and powerful Apple smartphone, which is available in gold.
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Apple sold a company-record 51 million iPhones in the final quarter of last year, but the 5c has so far proved to be the less popular of its current generation of smartphones.
The California-based company is also expected to add a new iPhone to its smartphone line later this year.