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.