Apple is testing red as the next flagship color for its upcoming iPhone Pro models. While the iPhone 18 lineup is not expected until later this year, early indications suggest Apple is already refining its next premium color strategy, according to a report from Engadget citing Bloomberg’s Mark Gurman, .
Gurman reports that red is currently being tested as the standout color for the next generation of iPhone Pro devices. Although there have also been rumors of purple and brown variants, he suggests those shades may simply be tonal variations of the same primary red concept rather than entirely separate options.
A bold red finish would represent a noticeable shift from Apple’s traditionally restrained Pro palette, which typically leans toward muted silvers, grays, and blues. However, recent trends may explain the move. The company’s Cosmic Orange model, informally dubbed Hermès orange by fans, has reportedly gained strong traction in China. The brighter tone has evolved into something of a status symbol in certain markets, helping boost sales momentum.
Red could amplify that appeal. In Chinese culture, red is widely associated with luck, prosperity, and celebration. A premium red iPhone Pro could therefore resonate strongly with consumers in China, one of Apple’s most critical markets. A carefully executed shade that feels luxurious rather than playful may allow Apple to position the device as both culturally meaningful and aspirational.
This would not be Apple’s first experiment with red devices. The company has previously released deep red models under its Product Red collaboration, including versions of the iPhone SE, iPhone 14, and iPhone 14 Plus. However, those were not positioned as exclusive Pro flagship colors. If the new red option becomes the signature Pro finish, it would mark a strategic elevation of the color within Apple’s lineup.
Interestingly, Gurman also noted that Apple is expected to take a more conservative approach with its rumored foldable iPhone, reportedly sticking to neutral tones. That contrast suggests Apple may be using bold color as a differentiator within its mainstream premium devices while keeping experimental hardware visually understated.
If red does become the headline Pro color, it could signal a broader shift in Apple’s design philosophy toward more expressive, market-tailored aesthetics.
