Apple goes for a little gold and Goldfrapp to sell iPhone

APPLE is hoping a TV ad featuring liquid gold may help flog off its latest iPhone range.

The spot debuted Sunday during an NFL broadcast on FOX, according to The Verge. It also played on CBS's NFL coverage later in the day.

Apple introduced its newest flagship smartphone, along with a cheaper plastic-shelled iPhone 5C, last month.

Mashable reports that early data indicates the 5S is outselling its less expensive counterpart by double. 

Keeping with the gold theme, Goldfrapp's "Ooh La La" plays during the ad, which highlights the device's design and fingerprint scanner.

Recently it was revealed Apple is set to increase iPhone 5S production rates by 75 per cent.

In contrast, production rates of the colourful iPhone 5C are to be reduced by 35 per cent with less demand for the cheaper phone which critics say is not cheap enough.

Tech site Trusted Reviews reported the iPhone 5 follow-on was in short supply at launch last month, with the gold iterations of the handset still hard to come by.