As Apple allegedly gears up to announce its impending iPhone 5S this summer, the rumor mill is working overtime. The latest rumor doing the rounds is that the iPhone 5S would be launched in not two but three colors.

This information is courtesy of Japanese blog Macotakara who cites "reliable sources." Per the blog, the iPhone 5 S will not retail in just the traditional black or white options, but will be joined by a third new color.

Even though the site did not shed any light on what the third new color could be, as the "informed sources" did not share the information, it revealed that the iPhone 5S would be announced in July and hit the shelves in August.

In the past, several reports have clamored that the iPhone 5S would come in multiple hues, possibly five, and different screen sizes. Earlier in January, Topeka Capital Market analyst Brian White let on that the iPhone 5S would be launched in May or June this year and retail in different hues like pink, yellow, blue, white and silver, and black and slate. 

"Our checks indicate that the next iPhone will have more choices for customers. This entails an expansion in both the color patterns and screen sizes with the next iPhone (i.e., likely called the iPhone 5S) that we currently believe will be launched in May/June with certain supply production starting in March/April," noted White, per a Forbes report at the time.

Recently, White asserted that "Apple is coming around to the fact that one size per iPhone release does not work for everyone, and offering consumers an option has the potential to expand the company's market share."

With Apple purportedly looking to add a splash of color to the next-gen iPhone, the company is finally waking up to the fact that consumers want variety and customization. Retailing the iPhone 5S in multiple hues will increase the attractiveness of the smartphone further.

Now we just need to find out if we'll see five hues or three!