updated 02:00 pm EDT, Fri September 20, 2013
Apple makes belated response to demand
Apple is instructing manufacturers to "significantly" raise production of the gold iPhone 5s in response to demand, sources close to the company claim. The exact plans are unknown, but Wall Street Journal sources say that Apple may be increasing units by as much as a third. Publicly the company has only admitted that they are "currently sold out or have limited supply of certain iPhone 5s models in some stores."
Even prior to today's launch of the 5s, multiple accounts hinted that anything but the space gray model would be difficult to find, with the gold color being the rarest of all. Although the new color is one of the marketing points of the phone, Apple may have decided to be conservative and avoid producing too many units of something it wasn't sure would sell.