The latest rumor about the new iPhone looks pretty solid to tech writers—they think Apple will indeed add a third color option of gold in September. The speculation began at iMore, and TechCrunch and AllThingsD have since confirmed. The latter's sources say the tone is "elegant," reminiscent of champagne, as opposed to gaudy. Two big reasons for the expansion beyond black and white? Technologically speaking, a shade of gold is easy to make; maybe more important is that gold is "huge" among consumers in China, an analyst tells USA Today.