Dudes Love the Rose Gold iPhone So Much They're Calling It ‘Bros’ Gold’

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Apple's pink phone is hit on launch day. Re/code did some reconnaissance from Apple stores today in Los Angeles and San Francisco and found that many Apple fans in line were there to snag the rose gold version of the iPhone 6s and 6s Plus. As predicted, the pink phone was a hit with both male and female shoppers. "There’s enough guys getting rose gold that it should be called bros’ gold," said San Francisco Apple store shopper Dan Bentley told Re/Code. "Rose gold or bust," another male shopper said.

Analysts noted that the iPhone lines today were considerably shorter than in years past. Piper Jaffrey analyst Gene Munster thought this could be attributed to the phone's concurrent launch in China which could deter resellers, as well as less demand for the "s" upgrade.

But analysts also locked onto the rose gold version's popularity. Daniel Ives of FBR & Co. said that the rose-gold model was a major selling point and that about 35% of people he spoke with at Apple stores chose a rose gold phone. If you're curious as to how pink the iPhone 6s rose gold phone is, Mashable just posted a photo essay which clearly shows that it is so pink.