Summary created by Smart Answers AI
In summary:
- Macworld reports that the iPhone 17 Pro’s new Cosmic Orange color has become a surprise hit in China, leading to record sales thanks to its status symbol.
- The color similarity to the luxurious orange of Hermès and the linguistic connection between “orange” and “success” in Mandarin created a strong cultural resonance.
- This shows how seemingly inconsequential design choices can significantly affect the success of a product in specific markets if they are aligned with local preferences.
Apple has been making an awful lot of money lately, and it’s no secret that the iPhone 17 Pro has been a key part of that success. (The less said about the iPhone Air, the better.) But we’re only now beginning to understand why the phone sold so well, at least in one key market.
According to the Financial Times, Apple’s recent record sales in China are largely due to what may seem like a small and cosmetic change. This is all related to the Cosmic Orange surface.
“The new bright orange device attracted thousands of online posts and videos from fans showing off their new phones,” the publication said.
The latest-generation design has boosted the iPhone’s value as a status symbol in China by making the new phones more recognizable, the site adds, with eye-catching color being a key component. In addition to being a clear indicator that someone bought not just a new iPhone, but one of the two most expensive models, it has been nicknamed “Hermès orange” because it resembles the typical color used by the luxury brand, which Apple has worked with many times in the past. There’s even potential for a neat pun, 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 immediately drawn to the color,” she said. “It was very special. Who doesn’t like Hermès orange? The more I look at it, the more I love it.”
We found the new Cosmic Orange skin surprising and slightly silly (it really is very orange) when it was first announced last fall, but it seemed to catch on with customers. Supplement manufacturers were quick to jump into action.
Just make sure it doesn’t turn pink.