People once doubted the future of Apple when Jobs died, but it turns out to be better with Tim Cook, at least in marketing.
Apple’s decision on building a gold-colored iphone 5s draw much attention all over the world. ‘Hit’ was used many timed to define this decision. On one hand, customers are willing to have a brand-new device. on the other hand, the margins are high for Apple. Of course it’s a win-win situation. But why gold?
Different colors have their special meaning in different countries. Some may noticed that there is one more country on the available list than last year, China, a large market with 1.3 billion population. Gold, however, was used only by royal family in ancient China to indicate dignity and unique which are pursued by lots of people in China. Obviously China doesn’t let Cook down. According to Daily Deal, most models and colors sold out across the country just minutes after the phone became available. What is more, retail prices of the gold-colored iPhone 5s have almost doubled in China’s grey market (Discovery, September 23, 2013, Cyrus Lee).