Up to now, developers were only supposed to use black iPhones although it is well known that Apple never really enforced these requirements. As such, many developers have used white iPhones in PR images over the years regardless of the regulations. Now though. developers are free to use gold or white colored devices in their marketing at will.
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At the same time, Apple has updated its stock product image templates to reflect the new look of iOS 7 as well as adding new images for the 5s and the 5c.