In summary:
- Macworld reports that the iPhone 17 Pro’s new Cosmic Orange color became an unexpected hit in China, driving record sales through its status symbol appeal.
- The color’s resemblance to luxury Hermès orange and the linguistic connection between ‘orange’ and ‘success’ in Mandarin created strong cultural resonance.
- This demonstrates how seemingly minor design choices can significantly impact product success in specific markets when they align with local preferences.
Apple’s been making an awful lot of money lately, and it’s no secret that the iPhone 17 Pro was a key part of that success. (The less said about the iPhone Air, the better.) But only now are we starting to understand why that handset sold so well, at least in one crucial market.
According to the Financial Times, Apple’s record-breaking recent sales in China are in large part due to what might seem like a small and cosmetic change. It’s all to do with the Cosmic Orange finish.
“A new vivid orange device has attracted thousands of online posts and videos from fans showing off their new phones,” the publication reports.
The latest generation’s design bolstered the iPhone’s value as a status symbol in China by making new handsets more recognisable, the site adds, and the eye-catching color is a key part of that. Aside from being a clear indicator that someone has bought not just a new iPhone but one of the two most expensive models, it’s been dubbed “Hermès orange” because it resembles the signature color used by a luxury brand Apple has worked with many times in the past. There’s even potential for neat wordplay, given that the Mandarin words for “orange” and “success” sound similar.
The paper cites the example of Xiao Mei, a model and influencer who made a video posing with the iPhone 17 Pro. “I was instantly drawn to the color,” she said. “It felt very special. Who doesn’t like Hermès orange? The more I look at it, the more I love it.”
The new Cosmic Orange finish struck us as surprising and slightly silly (it’s really very orange) when it was first announced last fall, but it appeared to strike a chord with customers. Accessory makers were quick to get in on the act.
Just be careful it doesn’t turn pink.
Author: David Price, Editor, Macworld
David has been writing about technology for well over two decades, and got on board the Apple hype train when covering the original iPhone launch in 2007. He is an enthusiastic Apple Watch evangelist and feels that the HomePod is misunderstood.