(CNN) -- When it comes to new iPhones, bling is the thing.
Early buyers of the iPhone 5S, which went on sale Friday morning, appear to be overwhelmingly choosing choosing the gold-colored model over the two other color options.
People trying to buy a gold phone in Apple's online store Friday saw a message stating the phone will not ship until October. By contrast, Apple said the silver and "space gray" models will be shipped in 7 to 10 business days. That's true for all three varieties of the phone, with 16GB, 32GB, and 64GB of storage.