Apple is reportedly considering a significant new color for its upcoming iPhone 18 Pro and iPhone 18 Pro Max: a deep red. According to Mark Gurman of Bloomberg, the company is actively testing this new finish, which is described as more of a rich burgundy or wine-like hue than a bright (PRODUCT)RED. If the rumor proves true, it would mark the first time Apple has offered its Pro-tier iPhones in a red variant, signaling a strategic shift towards bolder color options for its flagship devices.
A Strategic Shift in Color Palette
For years, Apple’s Pro models have been defined by more muted and professional tones like graphite, silver, and gold. However, the reported success of more vibrant finishes, such as the Cosmic Orange on the iPhone 17 Pro, particularly in markets like China, seems to have encouraged Apple to explore more expressive colors. This potential deep red option for the iPhone 18 Pro aligns with a broader market trend where a unique “hero color” is used to differentiate new models and drive initial sales.
While other colors like purple and brown have also been rumored for the iPhone 18 Pro, Gurman suggests they are likely variations of the same red concept being tested. It remains uncertain if this new red would replace the popular Cosmic Orange or be offered alongside it, as some analysts note their proximity on the color wheel could be a challenge.
The Legacy of Red iPhones
While a red Pro model would be a first, Apple has a long history with the color through its partnership with (PRODUCT)RED. This collaboration, which began in 2006 with an iPod Nano, has raised funds to combat HIV/AIDS by donating a portion of profits from red-colored devices. The last iPhone to feature the (PRODUCT)RED branding was the iPhone 14 series. It is unlikely the new deep red iPhone 18 Pro would carry the (PRODUCT)RED branding, as Apple appears to be positioning it as a premium, stylistic choice rather than part of the charitable initiative.
A Look at the Broader Market and Future
Apple’s potential move is reflective of a wider industry trend where color plays a crucial role in marketing and consumer choice. Competitors like Samsung and Google have also adopted strategies of introducing unique, eye-catching colors for their flagship devices to generate buzz and appeal to style-conscious buyers. This increasing emphasis on aesthetics suggests that the visual identity of a smartphone is becoming as important as its technical specifications.
In contrast to the vibrant direction for the Pro models, Gurman reports that Apple plans to take a more conservative approach with its rumored foldable iPhone. For this new product category, the company is expected to stick to traditional finishes like space gray/black and silver/white, likely to simplify manufacturing and position it as a premium, productivity-focused device. This dual strategy highlights a nuanced approach, tailoring design choices to specific product lines and target audiences.
