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Shift in Chinese color preference occurring as Apple readies new gold option for 'iPhone 5S'

post #1 of 53
Thread Starter 
While whispers of a gold color offering swirl around September's rumored "iPhone 5S" launch, Apple may be positioning itself to ride the next wave of Chinese consumer taste in preferred colors.

iMore
Gold "iPhone 5S" mockup by Rene Ritchie of iMore.


As China's consumer base skews younger and the number of female buyers grows, forecasts from paint and coating manufacturers indicate that the nation's color preferences are shifting away from western palettes, and back toward those traditionally associated with Asia.

In the automotive sector, representatives from PPG Industries ? one of the largest producers of automotive coatings in the world ? believe that stalwart colors black and silver are set to take a backseat to lighter and more natural options. Cyndi Li, PPG China's color styling manager, said in an interview with China Daily that she believes black will cede market share to gold-beige and gray, with silver making way for beige, white-beige, champagne-gold and rosy-gold.

"Additionally, natural color, gold and orange will all become more popular," she said.

Black and silver accounted for 42 percent of the Asia Pacific market in PPG's 2012 color trend report, while fellow coating manufacturer DuPont's 2012 Automotive Color Popularity report had the colors clocking in at 35 percent. White took 23 percent and 22 percent share in the respective reports.

A July 2012 Asia-Pacific color trend forecast by global chemical giant BASF predicted a movement toward culturally significant hues. Reds, golds, and "colors of nature" like brown and olive were expected to see a rise in popularity.

The change in consumer preferences may bode well for Apple in the increasingly important Chinese market, as rumors began to circulate early last week that the Cupertino company may add a third color option ? described in reports as an 'elegant' shade of champagne ? when it releases the iPhone 5's successor. The iPhone is currently offered in only two color combinations, dubbed "black & slate" and "white & silver."

These reports run contrary to assertions from Fortune's Philip Elmer-DeWitt, who reported Tuesday on lackluster consumer demand for gold automobiles based on a 2011 DuPont report. While gold may not currently be a dominant color among products in China, other data indicates its popularity is on the rise ? particularly among those more likely to buy a smartphone.
post #2 of 53
China's demand for Buicks also kept GM from cutting the brand.

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post #3 of 53
This is a timely article!

Earlier today I had read the Fortune article mentioning the DuPont 2011 car survey having silver as the preferred color.

The author of the Fortune article said he could not find any information more recent than the 2011 survey.

I wonder if he found, but chose not to disclose the more recent DuPont 2012 survey just to make his article be slanted against Apple's rumored choice of the gold color.

Having more current data is awesome.
post #4 of 53
Somehow I have a feeling this gold/champagne colored iPhone isn't just because of China. Both MG Siegler and Rene Ritchie reported that gold is one of the top after market color options for the iPhone. My nephew who is 16 and is as white suburban middle America as you can get has his iPhone in a gold case. I could see this phone being popular with women and teens.
post #5 of 53
There's more articles and comments here on a possible gold-tone iPhone than any anything else iPhone related the past couple of days. Is a possible color option really that newsworthy? 1hmm.gif
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post #6 of 53

That mockup of champagne/gold and white looks absolutely hideous. Please find a better example!

 

Looking forward to more colors of nature, like "dirt".

post #7 of 53
Quote:
Originally Posted by Gatorguy View Post

There's more articles and comments here on a possible gold-tone iPhone than any anything else iPhone related the past couple of days. Is a possible color option really that newsworthy? 1hmm.gif

You kidding!!!??? This is HUGE news! 1rolleyes.gif

 

When I first heard of Apple producing the champagne (gold) color I thought, for sure, that Apple was Doomed. Now that this study was published, my fears have been abated.

 

/s

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post #8 of 53
Quote:
Originally Posted by Dickprinter View Post

You kidding!!!??? This is HUGE news! 1rolleyes.gif

When I first heard of Apple producing the champagne (gold) color I thought, for sure, that Apple was Doomed. Now that this study was published, my fears have been abated.

/s

1biggrin.gif
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post #9 of 53

I think this should definitely be the "iBling" model

post #10 of 53

Here's one assumption we can make: if Apple is making a gold phone, it's because having done their homework, they fully believe there will be a great demand for a gold phone. 

 

They've been thinking about it for a long time, they vetted it thoroughly, they did focus group testing and surveys, and they felt it was worthy of their brand.

 

I love how the press reacts as if Apple just decided to do something arbitrary, frivolous, desperate, or tacky.  

 

This is one of the biggest, most successful companies in the world.  Of course they have damn good reasons.

 

Heck, the storm of publicity around a COLOR choice is already proof that Apple was right.

 

Just two cents to spend, save, or ignore on the sidewalk.

post #11 of 53
As long as they don't think they're riding the wave of MY taste. (Which may not be as vital to them as I think it is...)
post #12 of 53
Quote:
Originally Posted by Gatorguy View Post

There's more articles and comments here on a possible gold-tone iPhone than any anything else iPhone related the past couple of days. Is a possible color option really that newsworthy? 1hmm.gif

Lol. What's the matter? Can't find a "but but but you isheep are wrong about Google again" angle for this story?
Stick with what you know, buddy! 1wink.gif

"Apple should pull the plug on the iPhone."

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post #13 of 53
Quote:
Originally Posted by 512ke View Post

Here's one assumption we can make: if Apple is making a gold phone, it's because having done their homework, they fully believe there will be a great demand for a gold phone. 

 

They've been thinking about it for a long time, they vetted it thoroughly, they did focus group testing and surveys, and they felt it was worthy of their brand.

 

I love how the press reacts as if Apple just decided to do something arbitrary, frivolous, desperate, or tacky.  

 

This is one of the biggest, most successful companies in the world.  Of course they have damn good reasons.

 

Heck, the storm of publicity around a COLOR choice is already proof that Apple was right.

 

Apple can get more press and attention out of saying NOTHING and showing NOTHING then any company I've ever known.

post #14 of 53

Oceans 13?  But better.

An Apple man since 1977
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post #15 of 53
Originally Posted by tylerk36 View Post
Oceans 13?  But better.

 

If I remember correctly, it was a Samsung phone that acted as an EMP in that movie… lol.gif

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post #16 of 53
Quote:
Originally Posted by Gatorguy View Post

There's more articles and comments here on a possible gold-tone iPhone than any anything else iPhone related the past couple of days. Is a possible color option really that newsworthy? 1hmm.gif

Yes.

post #17 of 53
Quote:
Originally Posted by 512ke View Post

Here's one assumption we can make: if Apple is making a gold phone, it's because having done their homework, they fully believe there will be a great demand for a gold phone. 

They've been thinking about it for a long time, they vetted it thoroughly, they did focus group testing and surveys, and they felt it was worthy of their brand.

I love how the press reacts as if Apple just decided to do something arbitrary, frivolous, desperate, or tacky.  

This is one of the biggest, most successful companies in the world.  Of course they have damn good reasons.

Heck, the storm of publicity around a COLOR choice is already proof that Apple was right.

Just two cents to spend, save, or ignore on the sidewalk.
Exactly! Not saying Apple can never make a mistake, but these things are clearly thought out. It's not like Jony Ive just woke up one day and said "we're doing a gold iPhone because gold is a popular color in China". As I already mentioned, others have reported that gold is a very popular after market color choice for iPhone users. Why in the world would Apple make a champagne colored iPhone if they didn't think it would sell?
post #18 of 53
And for those wondering about a black 5S, another image has leaked (5S is on the left, 5 on the right). Not sure if its just the lighting but the 5S back looks darker. I don't get why the logo and lettering would be silver though. Unless its an unfinished design, or is some Chinese knockoff or something.

3_0.jpg
post #19 of 53
I like the mock up. I'm most interested in the 128GB storage.
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post #20 of 53
If all this recent colour surveying in China is correct, Apple have been very clever and forward thinking with reference to a champagne gold iPhone. I'm even starting to like, or at least see the logic behind such a choice on Apple's part.
post #21 of 53

Yes but an Apple iPhone would shut down the entire building.  LOL.

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post #22 of 53
Quote:
Originally Posted by Rogifan View Post

And for those wondering about a black 5S, another image has leaked (5S is on the left, 5 on the right). Not sure if its just the lighting but the 5S back looks darker. I don't get why the logo and lettering would be silver though. Unless its an unfinished design, or is some Chinese knockoff or something.

3_0.jpg

This black colour, if legit might indicate that the black iPhone 5S might come as standard with a scratch resistant PVD or CLD coating...or it might not.


Edited by 1983 - 8/20/13 at 12:25pm
post #23 of 53
Quote:
Originally Posted by 1983 View Post

This solid black colour, if legit might indicate that the black iPhone 5S might come as standard with a scratch resistant PVD or CLD coating which is that shade...or it might not.

I wonder if the front of it is white like an ice cream sandwich? Then the white Apple makes perfect sense.

iOS7 is always shown on a white front- just wondering? 

post #24 of 53

My initial reaction (thinking 'bullion' gold) was along the 'ick' lines.

But after seeing the champagne gold with white mock ups floating around, I've completely switched sides and am really leaning towards this color.

Just goes to show that taste and style are totally fluid.

post #25 of 53
I think I'd prefer Gold/Black vs Gold/White as pictured.
post #26 of 53
Quote:
Originally Posted by Suddenly Newton View Post

Can't find a "but but but you isheep are wrong about Google again" angle for this story?

I don't think I've ever used the term, nor would I. 1wink.gif
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post #27 of 53
Quote:
Originally Posted by drblank View Post

I think I'd prefer Gold/Black vs Gold/White as pictured.

Gold all around FTW

post #28 of 53
Anodized 'Champagne' aluminum with matching colored plastic inserts on the back as well as the matching colored class on the front (champagne all over) would have a more cohesive design than the champagne and white mock up, IMO.
post #29 of 53
Quote:
Originally Posted by pazuzu View Post

I wonder if the front of it is white like an ice cream sandwich? Then the white Apple makes perfect sense.

iOS7 is always shown on a white front- just wondering? 

Don't think so, the glass bits at the top and bottom of this casing are black...they usually match the front panel glass for colour.

post #30 of 53
Quote:
Originally Posted by repressthis View Post

Anodized 'Champagne' aluminum with matching colored plastic inserts on the back as well as the matching colored class on the front (champagne all over) would have a more cohesive design than the champagne and white mock up, IMO.

As I mentioned in a previous post on this website, ivory coloured glass on the front and back would give it that cohesive look (its closer in tonality to champagne gold) the white doesn't. 

post #31 of 53
Quote:
Originally Posted by Suddenly Newton View Post

China's demand for Buicks also kept GM from cutting the brand.

Nah!

Thirty days has September,
April, June and no wonder,
All the rest eat Peanut Butter,
Except for Grandma who drives a Buick.
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- Michael Lille -
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post #32 of 53
Quote:
Originally Posted by repressthis View Post

Anodized 'Champagne' aluminum with matching colored plastic inserts on the back as well as the matching colored class on the front (champagne all over) would have a more cohesive design than the champagne and white mock up, IMO.
Champagne colored plastic inserts? Eww...no thanks.
post #33 of 53
Quote:
Originally Posted by Dick Applebaum View Post

Nah!

Thirty days has September,
April, June and no wonder,
All the rest eat Peanut Butter,
Except for Grandma who drives a Buick.

It's like a prestigious brand in China. Apparently old school Communist Party officials would drive around in Buicks.
The brand is pretty washed up in the USA under GM's management.

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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post #34 of 53
Who gives a F**K
post #35 of 53
Quote:
Originally Posted by Suddenly Newton View Post

It's like a prestigious brand in China. Apparently old school Communist Party officials would drive around in Buicks.
The brand is pretty washed up in the USA under GM's management.

Have you driven one? I have - two, in fact.

Today's Buick's are great vehicles. My Enclave was comparable to the Lexus RX I replaced it with. In fact, the Buick was quieter and had fewer obvious quality issues, not to mention considerably more space and, to my mind, more comfort.
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Gatorguy 5/31/13
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post #36 of 53
If anyone gets a chance, listen to Rene Ritche's podcast called Vector. The guest on the show is Ben Bajarin from Tech.pinions. Overall it's really good discussion of Apple, Google, Amazon, Samsung in the current marketplace. But towards the end they discussed the new iPhones and bring up a good point around why Apple might introduce a gold/champagne phone. Supposedly internally at Apple they refered to the iPhone 5 as a jewel and in some ways thought of it as jewelry or a fashion item. With the lower cost phone it seems Apple is attempting to segment the iPhone market and position the 5S as more of an affordable luxury item, and the 5C would be the fun, colorful, cheaper sibling. I think it makes sense. And I think for a lot of people (well maybe not tech geeks) a phone is in many ways a fashion item. That's where I see women and possibly teens being all over a champagne jewel like iPhone. And at the same time I can see young people really digging the brightly colored cheaper iPhones. Especially if Apple chooses iPod styled advertising.

Anyway I think it's smart for Apple to present the 5S as more up market and luxurious, and the 5C as playful, colorful and fun. Two distinct segments/product portfolios that at the end of the day will drive more iPhone sales (IMO).
post #37 of 53
I don't believe the glass inserts will be black or white. They should be a similar shade of gold.
post #38 of 53
Quote:
Originally Posted by 512ke View Post

 

They've been thinking about it for a long time, they vetted it thoroughly, they did focus group testing and surveys, and they felt it was worthy of their brand.

iphone5c.png

Yep...

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post #39 of 53
That green is similar in tone to Chevy's famous 50s green, Volkswagen's most desirable 60s bus and bug color, and Fiat's present 500 light green, one of the most popular, judging by the mix on the streets of L.A.

So you are still as wrong as you ever are, and just as smug about it.
post #40 of 53
Quote:
Originally Posted by Gatorguy View Post

There's more articles and comments here on a possible gold-tone iPhone than any anything else iPhone related the past couple of days. Is a possible color option really that newsworthy? 1hmm.gif

I was thinking the same thing.....

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