Apple begun the campaign for the iPhone 5S on a TV commercial presented on FOX, in the course of a football broadcast. The spot for iPhone 5S suggests that the device is made from pure gold and we can stop wondering what it would feel like to hold it all night and all day (because of Goldfrapp's "Ooh La La" song). This iPhone seems to a little shorter than his cousin, the iPhone 5S / 5C.
You can see here the TV spot:
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