Is it because it's the new color and you want to distinguish your new phone from the previous one?
Yes
Is it because you really like gold?
Yes
Is it because it's flashier than space gray or silver?
Yes
I kinda regret not having chosen gold now since everyone seems to be getting that color even though I don't like gold that much.
But to be frank let me put my reasons down vs iPhone 8 Plus.
1) white/silver was never my type of color, whilst some may argue it looks professional and minimalistic i wanted flashy. which was why i held off the iPhone X... and went for the 8 Plus instead [not to mention camera was same in terms of IQ, which couldn't warrant the extra price tag at that time]
2) Gold on the iPhone 8 Plus was amazing to my liking, the iPhone XS Max in gold takes it to another level [the back plate is amazing af literally]
3) black/space grey is pretty much a bloody finger print magnet, it really affects my OCD because i hate smudges. Hence white phones are better for me.
4) i'm a fan of clear cases not solid ones... the one im using is otterbox traction series in navy blue. probably the only case i ever bought from an apple store because everything else they seemed to put up there sucks.
5) reason why i bought a case is because i don't buy applecare, i'm always cautious about my devices no matter the price (expensive or cheap or overpriced). the case serves like a mini apple care to me but i baby my phones so well that they still look brand new despite being used for a year or two so that says something.
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In my case, because I find that matching colors provide a more harmonious visual experience.
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That's what I just did (got the silver), the thing is I'm regretting it because I see so many more people obsessed with the gold.
maybe because the gold is the new color [and is the "only" way to showcase to others i have the new iPhone XS/Max]
for me personally as a chinese asian i seem to fly towards to gold, which is why these colors often sell out faster in places [especially Singapore or china] because their ego is inflated to show off quite a lot [trust me i know this from experience... they live off instant gratification]
whilst i buy the gold simply because it looks nice, i like it personally and i am a fandom to clear cases. also space grey/silver was too bland and dull for my liking so gold just adds that extra extra
this is really personal preference to be honest htere is NO proper reason that fits all to why...