On September 20, 2013, the sales date of the iPhone 5S and 5C models, the longest ever queue was observed at the New York City flagship Apple store, in addition to prominent queues in San Francisco, and Canada; however, locations throughout the world were identified for the anticipation of corresponding consumers.[311] Apple also increased production of the gold-colored iPhone 5S by an additional one-third due to the particularly strong demand that emerged.[312] Apple had decided to introduce a gold model after finding that gold was seen as a popular sign of a luxury product among Chinese customers.[313]