In what little advertising attention the iPhone 5s has received from Apple, the device’s new gold color option has been the main focal point. There are both TV and print ads in circulation that tout the gold, and the gold 5s is still the hardest to buy.
While Apple capitalizes on gold fever, the company has required that third-party developers not use the color in any of their marketing materials.
Samsung has traditionally offered its smartphones in a whole variety of colors, but one we rarely see is gold — until Apple announces a gold smartphone. Just two weeks after the Cupertino company unveiled the gold iPhone 5s, Samsung has begun showcasing its gold Galaxy S4 in the United Arab Emirates.
Perhaps it’s more of a gold trickle than an actual bona fide rush, but we’ve already found two just-released gold versions of previously un-gilded gadgets: the Kickstarted eleMount iPhone stand, and Parrot’s luxury Zik headphones (above).
Apple never seems to be able to make enough iPhones to meet launch day demand, but it seems the Cupertino company has found that task particularly difficult this year. The iPhone 5s has proven incredibly difficult to get hold of all over the globe, while that fancy new gold model is near impossible to get hold of.
At Apple’s flagship store in San Francisco, there were just 20 gold iPhone 5s units waiting to go on sale this morning, and they were all claimed before the store even opened its doors.
The gold iPhone 5s seems to be a hit. After selling out so fast on Apple’s official website that ship times are now in October for all gold models, and the Chinese literally swarming to get their hands on one, Apple is bumping production of the gold iPhone 5s to compensate.
At this point, we’re pretty confident that Apple will unveil two new colors for the iPhone 5S: a gold/champagne and white model, and a graphite and black model. If you’re wondering how the latter will look against the existing black iPhone 5, then this new hands-on video should give you a good idea.
I am 100% on board this mock commercial of who will buy the gold iPhone 5S, from digital media company Andy Media. Even if the gold iPhone 5S does actually look pretty fantastic in real life, this is still largely the clientele I expect to be buying it. Absolutely hysterical.
If you purchased an iPhone 5 last year, you might remember how easily the black iPhone scratched and chipped. Christened ‘Scuffgate’ by upset owners, the black iPhone 5’s propensity for scratching even prompted Phil Schiller to comment upon the issue, saying such scratches were “normal.”
Well, no, they’re not, Phil. The white iPhone 5, for example, isn’t nearly as scratch prone as the black iPhone 5. Be that as it may, at this point, the iPhone 5’s scratchability can be taken as read. But what about the gold iPhone 5S? Will it be as scratchable as its black brother, or as pristine and unscuffable as the white model?
If you’re anything like me, no matter how much evidence has mounted that Apple is indeed planning a gold iPhone 5S, you’ve had a hard time believing it. Gold in a gadget usually turns it into gaudy, undignified bling, more appropriate for a Saudi oil baron or diamond-toothed rapper than, say, the pocket of Jony Ive.
It looks like I needn’t have worried. Apple may be planning on making a gold iPhone 5S, but as you can see from the image above (you can see it in the middle), it’s a very tasteful affair… more champagne, or even platinum, than anything else. In fact, I’d go as far as to say that if I were going to buy a new iPhone 5S, I might even opt for that color.
There are more images below the fold. What do you think?
If you believe recent scuttlebutt, one of the reasons Apple is looking to release a gold iPhone 5S later this year is because gold is a color that sells really well in China. Is that supposition even remotely true though? If it is, it should be quantifiable.
Fortune’s Philip Elmer-DeWitt went looking for data to see if Chinese buyers really do like gold. Data’s actually pretty slim, but if the cars Chinese consumers buy are any concern, not only is gold not their favorite color… it’s only slightly more popular than puke green.