Apple’s gold iPhone TV spot feels more meh than goldelicious

What do you get when you melt some gold and make it dance around a screen to pun-filled music? An iPhone commercial of course.

Apple has aired its first Gold iPhone commercial, and well, it doesn’t really melt us on the inside. The ad is pretty much everything Apple, minimalistic and all about the perfect design in the end, with a side order of meh. As the guys over at the Verge note, it does look like pieces of the launch video stitched together.

The idea of liquid (in this case, molten gold) crawling around to eventually form the perfect specimen of an iPhone 5s — the gold edition — seems to be Apple’s new norm, as the same style was used in its 5C ad.

Apparently this goldelicious version of the iPhone is also known among the folks at Apple as the “the Kardashian phone“. That makes sense, given it is all about opulent luxury that no one really needs. Don’t worry though, there is no Kardashian in sight, although that might have livened things up a little.

Again, show of hands, who wants a gold iPhone?