In the video that accompanies this article, TheStreet's Chris Ciaccia says he likes the idea of a gold iPhone. He downplays the "bling" factor, noting that it will be more of a champagne color. Cosmetics aside, Chris's larger point is that Apple has a history of adding color to its products. We saw this with early Macs as well as iPod. And now it innocently reappears with iPhone. I'm a somewhat logical person so I can get with the notion that these not-so-innovative tweaks to existing products -- good or bad ideas -- do not render innovation dead at Apple. Simply put, just because Apple does some relatively boring things doesn't mean there's nothing exciting, new or different in the pipeline. However, the same logic begs the question -- What if that is the case? And that's really what sits at the heart of my writing on Apple. I'm not here to bash the company as a handful of peanut gallery permabulls contend. I just want to take the conversation beyond the standard It's Apple so everything's going to be alright rhetoric. Make no mistake, that's not what Chris Ciaccia practices. We have conversations almost daily that examine a world of possibilities. But lots of AAPL bulls want to keep the company beyond reproach. And that's just not a good way to go about things as a thinker and certainly not as an investor. That said, at this point, if you use the stock price as judge and jury (I don't), I'm wrong. Just before Noon Monday, AAPL is up more than 2% at $512.75. AAPL hasn't traded that high since January 23rd of this year. It's also worth noting that, no matter who reports these things, they're still just rumors. Apple may or may not be ready to unveil a gold iPhone or a cheap or one with a larger screen. We don't know. My personal hope is that they'll continue to evolve features on their existing products -- they don't need to be revolutionary -- and hit the space where they can make the most impact. The living room. With the sort of game-changing hardware that brought Apple to its present point of dominance. Follow @rocco_thestreet -- Written by Rocco Pendola in Santa Monica, Calif.