I went down to the Apple store today to see the 5S in person and I must say that the difference between the "gold" and white one are almost non-existent. The shades are so close to each other that from maybe 10 feet away its hard to see what you're looking at unless they're next to each other (at which point the gold one looks like its just colored in a bit more). I put up my white iPhone 5 next to it and the differences were really minimal. I'd say it's the same as seeing a white piece of paper lit up by a daylight light bulb (silver) and a warm light (gold). Basically just the tint slightly. So if anyone here is expecting a BLING BLING phone that's going to make Mr. T jealous, you'll be disappointed. On the other hand, I am glad to see that gold is a valid choice that still maintains elegance and professionalism and isn't too "flashy" for a serious user.