A Gold iPhone: Both Ridiculous and Totally Sensible

Phones have become like cars; it's inevitable that manufacturers would experiment with luxury models.
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Renderings of what a gold iPhone might look like (iMore via TechCrunch)

In 1906, Woodrow Wilson, then president of Princeton University, cast a warning about the new technology of the day: automobiles. "To the countryman," he said, "they are a picture of arrogance of wealth with all its independence and carelessness." Nothing, Wilson declared, would spread socialism more quickly than cars' adoption by the wealthy.

The opposite, of course, proved true: Cars, perhaps more than any other technology, helped to democratize the country. What Wilson got right, though, is that cars were not simply, even in their earliest days, about transportation or convenience. They were, and have always been, status symbols. And that fact has been a significant, er, driver of cars' technological evolution. As Michael Berger notes in his The Automobile in American History and Culture, "At first, just owning a motor vehicle was sufficient to elevate one's station in life." But "as car ownership became more broadly based and car manufacturers began to produce individual makes and models aimed at members of specific socio-economic classes, social status came to be associated with a particular vehicle than ownership of a car per se." Enter the luxury car.

I mention all that not because of a new car, but because of a new phone. The next model of the iPhone is, apparently, set to launch in mid-September. And, according to rumors, the phone will be, at least in one of its versions ... gold. Not figuratively, mind you, but physically: GOLD. "Champagne gold," to be precise. With a case that is metallic and shiny and bringing a crazy new meaning to a "brick phone." Apple, if the rumors are to be believed, is going full Midas on us.

Again, this is all a rumor. So caveat, salt-grain, etc., etc. But it's worth considering why it might make sense for Apple to make a design decision that would seem to be, on the surface, so Ruplestiltskintastically ridiculous. And one reason could have to do with the version of the phone that is the opposite of gold: the version of the phone that is plastic.

In September, if (other) rumors are to be believed, Apple will launch a "cheap iPhone": a phone whose plastic case, ostensibly, will make it cheaper for the company to manufacture -- and thus to sell -- than earlier models. This is good news for consumers for whom iPhones have been financially out of reach -- and for consumers who may already own iPhones, but for whom upgrades have been inaccessible. It is, overall, a good thing.

For Apple, though, it also creates a problem. A problem of the same strain that car manufacturers faced in the early 20th century. Apple's stock in trade, after all, is not just well-designed consumer electronics, but also the cultural cachet that comes along with those consumer electronics. People don't wait in crazy-long lines or flock to blonde-wooded stores simply to buy good products; they do it because owning an iPhone -- and, now, owning the latest model of iPhone -- says something. About them, and about their lot in the life. The iPhone, basically, has become the personal-tech equivalent of a BMW or a Louis Vuitton handbag or a KitchenAid stand mixer: It's a status symbol that is as close to a universally recognizable as status symbols get. 

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Megan Garber is a staff writer at The Atlantic. She was formerly an assistant editor at the Nieman Journalism Lab, where she wrote about innovations in the media.

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