I think it's targeted towards Chinese women. Gold phones are targeted towards Chinese men. Similar to how, generally speaking. White phones are targeted towards western women and black phones are targeted towards western men.
It's almost day and night from the iPhone 5/5S, yeah? The protruding camera, the rounded edges, the huge, clunky phone, the plastic eyesore band strips on the back, the obscenely tacky colors like gold and rose gold pink... It's unimaginable.
Even if I were to ever imagine them getting to this point, it CERTAINLY would not have been guessed to occur this quickly. I mean, they designed arguably the most beautiful phone in the world just 2, 3 years ago when they introduced the iPhone 5.
Sad to see where they've come.
I ordered the gold as a western male. I fancied a change as long as it's not too blingy that's fine with me.
But yes the 5s for me way the best design once they'd solved the problem with the rubbing off coating the 5 had.