by Tim Hardwick
Apple's usual strategy of introducing a new mid-cycle iPhone color in the spring is unlikely to be replicated for the iPhone 15 this year, if a new rumor out of Asia is anything to go by.
Apple usually introduces new iPhone color options in the spring to boost sales midway through the device's product cycle, keeping the device top-of-mind for consumers at a time when the next iPhone launch is still another six months away.
Apple has used the tactic frequently in recent years. In 2017 and 2018, it released red mid-cycle versions of the iPhone 7 and iPhone 8 lines, respectively. Then in 2021, Apple added a purple color to the iPhone 12 and iPhone 12 mini models for the spring season in late April.
In March 2022, the iPhone 13 lineup received new green finishes, and in the same month last year, Apple released the iPhone 14 and iPhone 14 Plus in a new yellow color. Each new color launch has been accompanied by a significant ad campaign to attract new customers and upgraders who did not make a purchase when the latest iPhone series was originally launched in the fall. This year could be different, however.
According to Chinese Weibo-based leaker Instant Digital, there is no new spring color scheme on the cards for the iPhone 15. It's also worth noting that Apple has already launched several iPhone cases and Apple Watch bands in refreshed color options. The refreshed accessories arrived when Apple released the new MacBook Air in early March. In previous years, such a move has often been accompanied by a new iPhone color.
Why Apple would forego the opportunity to boost sales in the middle of an iPhone cycle is not entirely clear, so it is worth taking the latest rumor with a pinch of salt for now. Production delays have reportedly pushed the release of new iPads into May, and Apple is not expected to hold a launch event to announce the devices, but the debut of a new iPhone color could always come separately in the form of a press release, which Apple has opted for in the past.
Related Roundup: iPhone 15
Tag: Instant Digital
Buyer's Guide: iPhone 15 (Neutral)
Related Forum: iPhone
[ 37 comments ]
Top Rated Comments
GrzMik
5 days ago at 02:58 am
There’s no point, since this year colors are so washed I would buy black model only. What they were thinking!?
Score: 9 Votes (Like | Disagree)
klasma
5 days ago at 03:03 am
New Mid-Cycle iPhone 15 Color Looking Increasingly Unlikely This Year
I can imagine an unlikely color (dark beige?), but an increasingly unlikely color? ? I’m curious how that will look like.
Score: 7 Votes (Like | Disagree)
polyphenol
5 days ago at 03:38 am
Why this bizarre phrasing which, in numerous minor variations, is widespread, "increasingly unlikely"? Making the adverb (more or less positive) clash with the adjective (more or less negative). Why not "decreasingly likely"? Or, and I'm sure this is far too simple, "less likely"?
Time was, headline writers were desperately trying to shorten and simplify, not lengthen and mangle.
Score: 5 Votes (Like | Disagree)
darngooddesign
5 days ago at 03:55 am
Why this bizarre phrasing which, in numerous minor variations, is widespread, "increasingly unlikely"? Making the adverb (more or less positive) clash with the adjective (more or less negative). Why not "decreasingly likely"? Or, and I'm sure this is far too simple, "less likely"?Time was, headline writers were desperately trying to shorten and simplify, not lengthen and mangle.
[HEADING=2]New Mid-Cycle iPhone 15 Color Looking Decreasingly Likely This Year[/HEADING]
Better?
[HEADING=2][/HEADING]
Score: 4 Votes (Like | Disagree)
ZiBart
5 days ago at 04:14 am
90% of iPhone users have a case on, i really see little value in color variety. It used to matter more when the front bezel was either white or black.
Score: 4 Votes (Like | Disagree)
kiranmk2
5 days ago at 03:53 am
Pointless, expensive and wasteful marketing ploy. I don’t see how these mid-cycle additions help.I only upgrade every 2-3 years as it is, and I’ve only ever bought a black iPhone… what would releasing a yellow iPhone now do for me? I’m waiting until September to *think* about upgrading my 14 Pro to a 16 Pro, and that’s only a maybe at this point.
I think they develop the new colours at the same time as the originals and just hold them back for mid-year and presumably the reason they kept doing it was that they did see a bump in sales (so not wasteful) at the mid year point when all the early adoption and holiday sales peaks had passed.
As for your question, releasing a yellow colour phone would do nothing for you. But it might do quite a lot for people who want a yellow phone ;)
Score: 3 Votes (Like | Disagree)
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