Apple is reportedly considering red as the next premium color for its iPhones

Engadget

by Jackson Chen

February 22, 2026

AI-Generated Deep Dive Summary

Apple is reportedly exploring red as the next premium color option for its iPhone Pro models, according to Bloomberg’s Mark Gurman. While official announcements for the iPhone 18 are still months away, this move could signal a shift toward bolder, more distinctive colorways following the success of the Hermès orange variant in China. Red, often seen as a lucky and auspicious color in Chinese culture, could help Apple further tap into the lucrative Chinese market. The choice of red builds on Apple’s previous collaborations with Product Red, which included deep red hues for models like the iPhone SE, 14, and 14 Plus. However, this new iteration is likely to be more about style than charity, aiming to appeal to luxury-conscious consumers. Gurman also noted that rumors of purple or brown shades might simply be variations of the main red option. Apple’s decision to go bold with color aligns with its strategy to boost sales in China, where vibrant and symbolic colors carry significant cultural weight. The Hermès orange iPhone has already gained traction as a status symbol, and red could amplify this trend even further. This shift contrasts with Apple’s usual minimalist palette, reflecting a growing emphasis on premium aesthetics to differentiate products. Interestingly, Gurman reported that Apple plans to maintain a safer color strategy for its rumored foldable iPhone models, sticking to more conventional tones. This suggests that the foldable lineup will cater to a different

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Originally published on Engadget on 2/22/2026