Apple's CEO Tim Cook often promotes the company's green initiatives and socially progressive policies, but if look at what the company is putting in front of consumers in recent months, the message isn't touchy-feely and green — it's razor-sharp and gold. It began with the gold iPhone 5S, continued with the gold iPad and has arguably reached its culmination in the gold MacBook . See also: No, the $10,000 Apple Watch will not be your family heirloom There’s a clear message here, and that message is luxury. But does that mean America has suddenly been swept back into the ’80s, when gaudy layers of gold jewelry served as a symbol of opulence for the well-heeled and street hustler alike? Hardly. Although the first gold iPhone 5S sold out in the U.S. shortly after launch , you're most likely to find that version in the hands of novelty buyers and the nouveau riche, not style-conscious luxury consumers. “[Gold-colored products in the U.S.] may not be the most fashionable thing at the moment,” says Jeff Carvalho, the New York-based executive editor at Highsnobiety , an international site that tracks fashion and consumers trends, adding that, among his own peers, particularly with regard… Read full this story
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