It's already known that those with too much disposable income have spent boatloads on a gold iPhone 5s. The image above shows an eBay auction for such an iPhone that ended above $10,000.
The ad, which focuses on the new gold color, seems to be a shortened version of the video Apple showed at its iPhone 5S / 5C reveal in mid-September. It begins by showing what appears to be molten gold spilling out, eventually forming into -- the T-1000 from "Terminator 2."
No, no, the molten gold eventually forms into a gold iPhone 5s.
To this point in its new iPhone release cycle, most of Apple's marketing muscle has been behind its iPhone 5c. Reports are that the iPhone 5c's orders have been slashed, as that iPhone is seeing little consumer attention compared to its state-of-the-art sibling, the iPhone 5s.
The iPhone 5c is a new device for 2013, but it is based on older technology, featuring specifications that pretty much match that of the iPhone 5, which is now mothballed. The iPhone 5s, on the other hand, is Apple's flagship device.
Because of that, while most are still opting for the 5s, there is no reason to call the 5c a failure (as CNBC did). The iPhone 5c should be compared against the sales of past year-old models, like the iPhone 4S last year, when the iPhone 5 was introduced.
When comparing Apples to Apples (pun intended) in that manner, the 5c is performing comparably.
This is probably, therefore, not an ad rushed out because the 5c isn't doing well, but the first of a frenzy of 5s ads we will soon be viewing.