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New golden Apple iPhone to quench existing consumer demand

If you heard the rumour about the gold iPhone, and thought "yeah, right" you're not alone. But it now seems there's reason to believe Apple is actually going for the gold.

Several credible news outlets have confirmed that the Cupertino-based company will indeed add the much-rumoured golden colour option to its iPhone lineup.

Rene Ritchie of the Apple-focused site iMore on Friday made a good case for a gold iPhone after hearing from sources that the gossip is legit. In his report, Ritchie noted that "gold is among the easiest colors to anodize onto an iPhone," especially compared to black, which is the most difficult and takes the most time.

Moreover, gold is one of the most popular aftermarket colour-treatment options, namely in Asian markets, so "it could simply be the decision to offer supply where there's demand" he continued.

Following iMore's report, TechCrunch, 9to5Mac, and AllThingsD all independently confirmed the rumour. AllThingsD, citing "sources in position to know," reported that the new colour option will be an "elegant" gold tone, described as less ingot and more champagne.

The new gold tone will reportedly cover the back plate and sides of the phone, while the face will be white.

Apple did not respond to a request for comment about the gold iPhone gossip.

Word of a golden iPhone first started heating up last month when Japanese website Macotakara claimed the next-gen iPhone, widely referred to as the iPhone 5S, would come in the gilded-hue, in addition to the current white and black colour options.

Other iPhone 5S speculation tips a new A7 chip and a convex home button with space for a fingerprint sensor.

Whatever Apple has up its sleeve, the company is reportedly planning to unveil its next smartphone on 10 September, which would fall two days short of a full year since the iPhone 5 was revealed.