Apple’s decision to build a gold-colored iPhone 5s is about more than just offering another color to consumers. For one thing, the margins are quite high on the device, and the more colors it offers, the more money it can make. But there’s more to the gold iPhone than meets the eye at first blush: it’ll be the bestselling iPhone yet.
As history has proven, Apple’s customers really, really like when the company delivers new colors to its handsets. When Apple started selling the white iPhone, for example, it became an immediate hit.