The smartphone market may be getting used to incremental hardware updates, but when it comes to exterior design, Apple is planning a shift that is expected to generate significant interest among users. According to a report by Mark Gurman of Bloomberg, the Cupertino tech giant is considering launching the iPhone 18 Pro and iPhone 18 Pro Max models in a "Deep Red" finish – a move that deviates from the familiar canvas of the Pro series.
This is a significant strategic change: If the rumor comes true, it will be the first time the Pro and Pro Max models receive a red version. Until now, red has been associated with Apple products under the (PRODUCT)RED brand – a social initiative in which part of the sales revenue is donated to the Global Fund to fight AIDS. This brand, previously reserved for mainstream models and recently appearing on the iPhone 14, has never reached the prestigious Pro series. Now, it appears Apple is ready to bring the bold hue to the top tier of its product line.
However, this is not the bright, familiar red of the past. Reports indicate that Apple is testing a deep burgundy finish, giving the device a mature look that complements the titanium chassis. While early rumors suggested possibilities of purple or brown shades, Gurman believes these were merely variations of the same concept, and the company has chosen to focus on deep red as the new visual identity of the iPhone 18 Pro series.
Alongside the excitement surrounding the iPhone 18 Pro, details are also emerging about the design strategy for the foldable iPhone, which is also expected to be unveiled in September. Here, Apple seems to be taking a much more cautious and conservative approach. Unlike the colorful direction indicated for the Pro series, Gurman notes that the company plans to avoid "playful colors" for the foldable device. Instead, it will stick to the most traditional and safe finishes – space black, gray, silver, and white.
The decision to give the Pro series a bold, innovative hue on one hand, while maintaining conservatism in the foldable device on the other, demonstrates an effort to appeal to different target audiences. While the Pro seeks a visual refresh after years of similar metallic shades, the foldable device – as a new and experimental premium product for Apple – is likely meant to convey seriousness and classic prestige, emphasizing the technology itself rather than the color of the exterior.