After the new iPhone 5S and iPhone 5C’s launch, many people were skeptical about its popularity due to its similarities in appearance with the original iPhone 5. However, the first three days after the launch, Apple confirmed that the iPhone 5S and iPhone 5C sold over 9 million units in total. This is almost twice the amount of last year’s iPhone 5 launch total which was 5 million. According to CNET, the initial supply of iPhone 5S ran out of stock just after a couple of minutes of the initial launch on Apple’s official online store. In United States of America, United Kingdom, France and Germany, the Apple online store had to push the shipping day of iPhone 5s gold to October after the launch day due to the excess demand. The demand for the golden iPhone 5s was highest in the Asian market. In China, the black market is selling the gold iPhone 5S for twice the price of the official online store. Some buyers are reselling their purchased iPhone in order to earn a profit.
I think the major reason for this is because Apple company realized that gold is a wildly popular color in both China and India,which countries has a great amount of population and also potential customers.
I think Apple chose the gold color because of its popularity in Asian countries where there is a dense population and large target market for potential customers. This is also Apple’s first time putting ‘gold’ on their main products which provides a fresh take on the traditional black and silver/white iPhones .
reference:
http://www.fastcompany.com/3018073/where-are-they-now/apple-seems-to-have-scored-another-iphone-hit