iPhone 5S come out with three different colors: Gold, sliver and black. Surprisingly, the demand for gold iPhone 5S exceeds the supply. Customers can walk into any Apple store buy silver or black iPhone 5S easily but not golden one. Many people like gold color, especially customers in Asian. This reflects that Apple is meeting the taste of Asian in order increase the profit. From my point of view, one of the reasons for the shortage of golden iPhone is that Apple may not have enough raw materials (anodized aluminum). Furthermore, such a shortage could be caused by the wrong predictions made by the apple headquarters. Another reason could be that Apple tries to control the number of the golden iPhone 5S in order to create more positive publicity, which is more effective than any other advertisements.
However, the cost of the raw materials (anodized aluminum) actually decreased during the year in which Apple began planning for its golden iPhone supply, therefore, Apple should get access to the raw materials easily. As a result, the shortage of the golden iPhone 5S might be caused by different reasons.