This makes no sense. Why would Jony Ive, supposedly one of the greatest industrial designers, and Apple, one of the greatest consumer products companies, be so

This makes no sense. Why would Jony Ive, supposedly one of the greatest industrial designers, and Apple, one of the greatest consumer products companies, be so darn excited about rereleasing a 1 year old product in 5 colors for 15% less? Do people care about the color of their phone? Not enough color choice is not something I've heard as a complaint about the iPhone 5. Are the millions of cases available not a reasonable solution for those who care about color? Would I really buy an iPhone instead of an Android because I can get it in yellow and it ships with a yellow background screen? The more likely explanation for the marketing difference is the lack of production capacity for the 5S and/or lower margins.