Apple appears to have hit a home run with the Gold iPhone 5S when a few minutes after sales began online, customer demand began outstripping supply for Apple’s high-end iPhone in the new gold color.
Apple’s Tim Cook promised the iPhone to be to be “the gold standard of smartphones.”
The initial supply of the phone, which went on sale online just after midnight in the US, slipped to a ship date of 7 to 10 days within 10 minutes, and to October in less than a half-hour. That happened with all three varieties of the phone, with 16GB, 32GB, and 64GB of storage space.
Later in the day, the existing stock of white and gray iPhone 5S models started selling out, too, in the United States. Apple is expected to release first weekend sales figures, which also include preorders, on Monday.
“Gold is a popular choice in many markets, particularly in Asia where Apple has a stated goal of growth,” said Massimiliano Pogliani, CEO of luxury phone company Vertu, “Gold is a colour that is always in demand, whether for jewelry, watches or fashion.”