I was able to finally visit the Apple Store for a side by side comparison of the Gold versus Silver 5S. It's true what some have posted here that the gold is not as gold as some photos portrays it to be. At a distance, you really can't distinguish between the two colors. Therefore, imo, the gold is not as flashy as some claim. I guess it's all relative. An elderly woman beside me even mentioned that the gold 5S wasn't that gold enough. Anyway, here's a side by side comparison for those interested. The Gold is very nice and I'm waiting a month, if ever, for Apple to sell the factory unlocked version. Otherwise, I may go with ATT, T-Mobile or Verizon. I just don't know which is best. It would've been nice had Apple made the Gold uniformly without the white contrast on the front and back. The Gold is a very nice conservative shade of gold.