Apple talks up gold iPhone 5s in first commercial

Apple is back in the news, this time with a new TV ad for the recently launched iPhone 5s. The company was last seen rolling out the first print ads for the device on the back of magazines. The TV commercial, titled “Metal Mastered” shows the golden avatar of the high-end device. The ad is set to “Ooh La La” by Goldfrapp, an intriguing choice given the device model we are seeing in the video. 

The focus on gold is evident in every frame, as we can see liquid gold spilling across the screen, coming together to take the shape of an iPhone. Towards the end of the video, we see a finger come up from the bottom of the frame, which clicks the home button and unlocks the phone. Overall, the commercial looks like a 30-second version of the video that was seen when the new iPhones were launched in September. You can see what Apple has to show for yourself:

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So far, most of the company’s efforts have been centering on marketing the budget iPhone 5c. The lower-end device is a relatively less expensive version that comes with most of the technology seen in the earlier iPhone 5 packed in a plastic body. The device was last seen in a TV ad that the company rolled out last month, focusing on the multiple colour options that users can choose from.

There have been reports, though, suggesting that the 5c is not doing as well as Apple had anticipated. There have also been reports about the company cutting back on the production of the 5c this quarter, possibly because of the lukewarm response. The 5s, on the other hand, has been quite popular, and the gold coloured variant in particular has been quite a hit among the masses.

Either way, it looks like Apple has finally decided to market its high-end device, and we can expect more to come as time goes by. The iPhone 5s and 5c will be launching in India on November 1. While the 5s is priced at a whopping Rs 54,000, the relatively cheaper 5c will set users back Rs 42,000.