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May I suggest going to your nearest Apple Store and physically looking at them while keeping in mind that YOU will be using that particular color iPhone and what best suits YOUR needs. Welcome to iMore and Enjoy the site.
It all comes down to your personal preference.
Go physically see them, check for cases only (they often show a phone in it to give a better idea of the overall look, if you want it to be in a case, of course).
I've had gold and Rose gold before and now I have the jet black. I was ready for a change and I love this color! It looks great with my casemate mother of pearl case too!!
I have and like my matte black but that doesn't mean you will. If those are the choices you are down to then I'd consider whether you want a white or black front to the phone. I prefer the black front myself, but again, that's me.
This question gets asked a lot. I always offer the same advice. As all people have different taste you are going to get varying answers. Plus no one has your exact taste. I suggest going to the Apple Store and comparing them side by side. In the end you are the person who has to live with and use it. And you don't want to base your decisions on other peoples like and dislikes then down the road regret your final decision.
Definitely need to visit a local Apple Store or even a carrier store to take a look with your own eyes. That'll let you know which one YOU like better. I personally went with the Matte black and I couldn't be happier.
I went with the Matte Black, specifically because the bezels are black, so it matches the screen when the screen is off. The white bezels just stand out so much and make the screen seem smaller. My opinion of course...