Apple’s new iPhone 5s is set to go on sale this Friday, Sept. 20, and the phone is already generating a lot of buzz. The 5s is the more advanced of two new Apple iPhones, and offers a lot of technical advantages over the iPhone 5c also launching the same day. Apple has worked some behind-the-scenes magic with its latest and greatest, and made some design changes for the better, too, all of which adds up to a new smartphone market king.