The new iPhone 5S, announced this week and on sale on 20 September, comes in gold too. Gold is said to be a popular hue in emerging markets such as China, which are increasingly important for smart phone builders looking to continue expanding.
It's not all gold for owners of the HTC One, however: some phone fans are expecting a software update to fix the camera, which can suffer from a purple tint to photos in low light.
Is gold the best colour? Is the HTC One the gold standard or just another Android phone? Tell me your thoughts in the comments or on our Facebook page.