For a couple of weeks now, the latest iPhone 5S trending topic has been about the gold iPhone.

On YouTube, a video by TLDToday has gone around, displaying the back of an iPhone 5, but with a matte golden-champagne color surrounding the screen instead of the silver border we usually see.

The rumors, which started when the Japanese website Macotakara appealed to the new design, have not been confirmed by Apple Inc., but many are enthusiastic about the look.

According to Rene Ritchie from iMore, gold is one of the easiest colors to incorporate in an iPhone, especially when black is already involved. It would be easy and cost efficient to produce a gold iPhone, and many who believe the color to be “elegant” and “beautiful” would happily buy it at a lower price.

Speaking of buying based on design, golden iPhone covers are one of the most searched color choices for current iPhones in the U.S. As for Asia? Gold makes up a massive portion of their mainstream market.

Many women will be attracted to the golden iPhone. For the last couple of years, gold has become increasingly popular color amongst teenage girls which could be a potential selling point to target young women.

Nevertheless, whether or not the rumors are true, Apple will release the true designs of the iPhone 5S on September 10th at the iPhone Event in Cupertino.