Rumours fly that on its release date, the iPhone 5S will be wrapped in gold and the claim is enthusiastically supported by analyst projections plus leaked images showing the 'champagne variant' alongside the classic black and white iPhone 5.

And by Sept 20, this Apple fresh approach will become a reality for Japanese and U.S. consumers but really, the tech giant is also eyeing to make huge mark on Chinese buyers, devising the most creative ways of capturing the attention of a swelling customer base - possibly numbering to hundreds of millions.

Is Apple triggering a 'gold rush' in the new iPhone 5S packaging?

The reaction so far in China is mixed, according to a new Reuters report, with local analysts calling the move as bordering to novelty following years of Apple's insistence to build the iPhone in only two colour options.

For some Chinese gadget buyers, a gold iPhone connotes luxury that would allow many in the country to somehow flaunt their newly-acquired wealth without actually 'screaming' about it.

"A champagne color would convey an image suggesting high-end luxury but a bit more restrained and subtle," one Chinese analyst was quoted by Reuters as saying.

One thing is sure, the same report added, Apple is striking just the right cord on consumer sentiments, described by the same analyst as finicky at best.

But what about the real buyers - the walk-ins on Apple Stores - meaning, the ones who really matter? What is their real take on the new 5S, an edition of it that boasts not only of upscale plating but also of high-end features such as an A7 CPU with 64-bit computing capabilities and a spacious 128GB of internal memory?

It could generate lots of interests but those interviewed in the Reuters report called the gold 5S tacky, with some cautioning that the decision to go beyond black and white could prove confusing for the still emerging iPhone crowd in China.

"I think this might undermine the value and uniqueness of the brand," one Apple Store visitor told Reuters, which is like suggesting Ferrari is venturing into the entry-level automotive market that definitely would lead into an uproar among its loyal followers.

Apple, it appears, is trying to win a wider customer-base by redefining its normal product templates but the tack could potentially backfire. In China and India, two emerging markets that the tech giant is gunning to dominate, the gold iPhone is so far met with scepticism, MacRumors said.

However, most of Apple's innovations were not well-received during the introduction phase, which was the case when the iPad and the iPad Mini was unwrapped. Eventually, the two gadgets became the hits that they were designed for and set the pace for mimicking rivals.

In the end, the true judge of the iPhone 5S fate, in gold, are the buyers' enthusiasm, who should get the chance of owning the handset on release date, also to come in classic colours, set in Sept 20 or 10 days after its Sept 10 launch date.