Following the massive success of the “Cosmic Orange” iPhone 17 Pro, Apple is reportedly turning to another bold shade to maintain its sales momentum.
According to new reports, the tech giant is currently testing a “deep red” finish for the upcoming iPhone 18 Pro and Pro Max. While the Pro models get a splash of color, those waiting for Apple’s first foldable phone might want to temper their expectations for a “fun” look.
For the last few years, Apple has played with unique colors to drive upgrades, and it seems they have found a winning formula. After “Cosmic Orange” became a status symbol, often compared to the famous Hermès orange, Apple is looking to go even deeper into the color wheel.
Writing in his Power On newsletter for Bloomberg, Mark Gurman noted that “red is the new flagship color in testing for the next iPhone Pros.” While there have been whispers about purple or brown options, Gurman believes those are likely just different variations of the same red concept that Apple is currently refining.
If this moves forward, it would be the first time a “Pro” model has ever been offered in red. Previous red iPhones were usually part of the (PRODUCT)RED charity line, which typically featured brighter, more basic finishes. This new version is expected to be a more sophisticated, “burgundy” style tone.
The foldable stays professional
While the standard Pro lineup is getting more adventurous, the much-anticipated “iPhone Fold” is expected to take a more conservative path. Early reports suggest that Apple wants its first foldable to look like a tool for professionals rather than a trendy gadget.
Apple plans to “stay away from fun colors and stick to the more utilitarian hues,” according to Bloomberg. This means we are likely looking at a return to basics, such as Space Gray, Black, Silver, or White. This “utilitarian” approach suggests Apple is positioning the foldable as a high-end productivity device, similar to how it marketed the early days of the iPhone.
The strategy behind the paint
The push for bolder colors isn’t just about aesthetics; it is a calculated business move, particularly in the Chinese market. The current orange model has been a major driver for sales in China, where bold, luxury-adjacent colors often perform well.
Red holds significant cultural weight in many of Apple’s largest markets, often symbolizing luck and success. By leaning into a “deep red,” Apple could be looking to replicate the Cosmic Orange fever that helped the iPhone 17 Pro stand out in a crowded market.
While the tech inside is getting smarter, Apple clearly knows that for many buyers, the way the phone looks in their hand is just as important as the AI running under the hood.
Also read: Apple urged rapid patching after a zero-day flaw was exploited in targeted attacks across multiple devices.
