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Who buys gold by volume?

This seems like a complete non-issue. "18 karat" isn't a measure of gold by volume, nobody buys gold by volume, and this "Apple gold" has the same amount of gold by weight as any other 18k gold.

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Arguably the person looking for a "solid gold watch" is buying by volume.

Everyone. You are not buying "5 grams of golden earrings", you are buying earrings which fit you, hence the volume.

Not really - unless you are wealthy enough to ignore the price when buying jewellery, you are buying by weight. Except for the high end jewellery, the price has a direct relationship with weight in gold, not the volume of the piece.

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