With the announcement of the new iPhone, one of the biggest bits of news – for reasons I haven’t yet figured out – is that will come in a not-quite-rainbow of colors. In fact, it was mentioned in class that some will be available in gold. And the most popular color according to the the pre-orders? Yellow. Go figure.

Color is a big deal to Apple and its products, and has been all the way back to the original iMac, which was available in colors like, and I’m not kidding about this, ‘Blueberry.’

It was also true of the iPod nano which came in a spectrum of hues,even the original iPhones would tease consumers with an early version of color, that is, black and white. Strange the current iMacs don’t come in colors but who knows? We may see it yet.

The only color I would ever consider getting is orange. Sadly, there’s never been a phone in that color as of yet. But I’m waiting.