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It is by design. You can change accent colour but not individual tile colours.
Thanks for the confirmation. I was wondering, because if you search the web for "windows 10" screenshots, most pictures you'll find show colored tiles. Seems they took it out on last minute before release. – Monkey Joe – 2015-09-14T09:25:59.783
Here – Ramhound – 2015-09-04T16:34:19.110