If the sales trend is correct, it could explain the quick discount: A lower price can obviously move more iPhone 5c handsets.
What’s interesting about this situation is that this is the first time Apple re-purposed a prior year’s iPhone model and placed such a focus on the device. The new iPhone 5s is essentially last year’s iPhone 5 on the inside, along with a color choice in plastic on the outside. The old iPhone 5 is discontinued; another first for Apple.
It seems that the “old is new” strategy isn’t working quite yet based on the anecdotal data and quick discounts. Best Buy isn’t the only retailer selling the iPhone 5c for less than what it costs at the Apple Store. Both Walmart and Target sell the handset at a $79.99 starting price; $20 less than what you’ll find in Apple’s retail locations or online.
Meanwhile, demand is still very high for Apple’s truly new phone, the iPhone 5s. The devices are hard to find in any color or capacity, leading some developers to create online tools to check retail inventory. It looks like a dash of color on last year’s model isn’t enough to boost demand; more people want the latest and greatest from Apple.