Apple’s newest model of the iconic iPhone is out on the shelves, to mixed reviews. The iPhone 5S was released in three new colors: Space Gray, Silver, and Gold. In China, the gold-colored model has gotten a surprising amount of attention, and the result has been a frenzy; despite all colors being available for the same price, the gold iPhone 5S is flying off of the shelves, selling out in most locations the first day of release, as Business Insider reports. This was also the first time the phone was available for sale on the same day as its US counterparts.
Traditionally in Chinese culture, the color gold represents wealth and good luck, and whether knowingly or unknowingly, Apple has capitalized on this piece of cultural insight. In furthering this trend, Apple is limiting the number gold iPhones they send to China, hoping to further increase the demand for the luxury color. Also, independent Apple retail sellers in China are actually increasing the price of the gold-colored model to almost double the price due to it’s high demand. On top of having the coveted iPhone 5S, already a surefire way to show off status, getting the gold model is a further way to display wealth in China, due to the cultural significance of the color. Plus, you know, shiny.
You can be sure that Apple will continue to play up the trend, especially with how poorly the iPhone 5C is doing in China — perhaps we should look out for a gold iPad in the future?
[By Lauren Holdcroft]