Apple isn’t fooling any of us.

When the company revealed the latest colorway of the iPhone 6s and 6s Plus, it described the dusty hue as “rose gold”; however, anyone with decent eyesight and a basic understanding of colors can tell you the new version is obviously pink.

Perhaps Apple dubbed it rose gold in an attempt to appeal to its male consumers, who might be uncomfortable carrying a device that is labeled “pink." It's understandable, too, as most of us have been brainwashed with the idea that “blue is for boys and pink is for girls.” But times have changed, and many men are willing to reject antiquated gender norms—especially if that means copping a dope new iPhone.

In a recent article by Re/Code, it was reported that a lot of guys are flocking to the rose gold iPhone 6s, so much so that they refer to the colorway as “bros’ gold.”

“It’s a little bit girly, but I like it,” 28-year-old customer Bobby Evans told Re/Code.

And it’s not just the younger generation of men who are digging the rose gold colorway. An elderly man who was waiting in line at a San Francisco Apple store said he was there for one reason only: to cop the pink rose gold iPhone.

“I’m very pessimistic, I heard it’s sold out,” the man told Re/Code. “I came here to give it a shot and I’m willing to walk away. Rose gold or bust.”