A new report from Consumer Intelligence Research Partners (CIRP) highlights a curious shift in Apple’s design strategy. Each autumn, Apple introduces new Apple iPhone models with refreshed and sometimes unexpected colour palettes. This year’s lineup has surprised even long-time observers of the brand. The Apple iPhone 17 Air arrived in Space Black, Cloud White, Sky Blue, and Light Gold, while the base Apple iPhone 17 appeared in Black, White, Mist Blue, Sage, and Lavender. The high-end Apple iPhone 17 Pro and Pro Max models, however, broke with tradition by coming in only four colours: Silver, Deep Blue, and Cosmic Orange. In the secondary mobile market black, or variances of black, is the most wanted colour. But do consumers agree? Looking at this report from CIRP, probably not.
A missing classic: no black Pro model
For the first time since the Apple iPhone 5C in 2013, Apple has released a flagship without a black or near-black Pro option. The 5C was a budget-friendly, plastic-bodied model priced well below today’s €1,099 Pro devices. This year’s omission marks a bold step, as black has historically been the top-selling iPhone colour. Without it, consumers have turned to Cosmic Orange in significant numbers, according to CIRP’s data.
White also fades from the spotlight
In another twist, the Apple iPhone 15 series marked a momentous departure for the company. For the first time since the early iPod era, there was no white or silver option for the standard model. Although the Apple iPhone 15 Pro and Pro Max featured a “white titanium” finish, the absence of a true white base model was symbolic of Apple’s shifting design language.
Why colour still matters
At first glance, colour may appear less important than performance, battery life, or camera quality. However, Apple’s choices demonstrate that aesthetics are deeply tied to consumer psychology. Colour contributes to a product’s emotional resonance and identity, influencing how users form personal connections with their devices. According to CIRP, black and its variants, such as Midnight, account for over one-third of all iPhones sold since September 2022, while black and white together make up nearly half of total sales. In the global secondary mobile market, however, black, or shades close to it, dominates even more strongly, often commanding a price premium. This shows that colour preference remains consistent between the primary and secondary markets, with black and white continuing to lead demand.
Colour choice as a sales driver
Apple’s calculated approach to colour goes beyond style. By regularly changing shades and names, like Sage, Cosmic Orange, or Sky Blue, the brand fuels interest and differentiates each generation. With more than a dozen hues across the Apple iPhone 17 lineup, Apple keeps its design fresh while appealing to consumers’ personal taste. These choices may seem minor, but they help drive engagement, desire, and ultimately, sales in a mature smartphone market where innovation is often incremental.
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