Apple traditionally holds at least three presentations a year. Autumn usually consists of two parts. The first one takes place in September and usually shows the new generation of iPhone, Apple Watch and iPad. And the second – a month later and is focused on new Macs. At the summer presentation called Apple Worldwide Developers Conference (WWDC), all new versions of software are demonstrated – iOS, iPad OS, macOS, tvOS and watchOS. The third event takes place in the spring and each time becomes a surprise for all fans of the company.
For two years in a row at the spring Apple presentations announces the release of the six-month-old iPhone in a new color. Perhaps the company is doing this to stir up interest in already released products? In this material, we will try to understand the issue in detail.
Purple color iPhone 12
March 2021 Apple released the iPhone 12 and iPhone 12 mini in purple. The launch of this version for some reason surprised the public a lot. But if you think about it, this is an absolutely logical move. Personally, I’m more surprised that such a smartphone was not released initially, against the backdrop of the first wave of sales of the 12th generation iPhone. Here’s how you can explain the launch of the iPhone 12 in purple.
Steve Jobs’ favorite color is purple. The shade has been repeatedly mentioned in books about the founder of the company. For example, in a 1996 Vanity Fair article, it was first revealed that Steve liked the color purple. This suggests that the separate release of the purple iPhone 12 is a tribute to the founder, as 2021 marks the 10th anniversary of his death.
First iPhone internally called Purple. The smartphone was developed secretly. There were two prototypes in total – P1, based on the iPod nano and P2 with multi-touch support, which became the iPhone. It is also known that the laboratory in which the development of the first smartphone was carried out had the unofficial name Purple Dorm (from the English “purple hostel”). The biggest reason for the release of iPhone 12 in purple was the large number of iPhone 11s sold in the same color a year earlier.
New iPhone 13 colors
At the event Apple Event 2022 the company introduced two new colors for the entire line of iPhone 13. So, the iPhone 13 and 13 mini received a rich green tint, while the iPhone 13 Pro and Pro Max were painted in more pastel shades of green. Why green? Is this Tim Cook’s favorite color? Actually the answer is simple.
Every year, Apple sees a decline in sales in the third quarter and the company’s revenue falls, since at this time before the launch new iPhones only six months left. In order to raise sales, it is necessary to rekindle interest in already released models. In the case of Apple, this is the announcement of a new color. Also in 2019, the public appreciated the green tint of the iPhone 11 Pro, which was the reason to choose this color again for the 13th generation.
iPhone sales and new colors
How did the company raise iPhone sales? Absolutely the same. In 2017, the iPhone 7 and 7 Plus were released in (Product) Red. A year later, Apple repeated the same trick again with the eighth generation of the iPhone, which also appeared in red, but with a black front panel, which the public liked.
An additional incentive to buy such devices is participation in the Red program of the Global Fund to fight HIV and AIDS. It funds testing, counselling, treatment and prevention programs for these diseases. After all, everyone wants to contribute to something good, even through a purchase. new iPhone.
Except release iPhone in new colors, the company resorts to other methods of equalizing annual sales. For example, in 2016, Apple introduced the first generation of the iPhone SE right before the third quarter. The novelty was the iPhone 5S with improved filling. It was the SE versions of smartphones that became another lifeline for the corporation, and the strategy for their creation has remained unchanged to this day – new hardware in the old case. So, in the spring of 2020, Apple released the second generation of iPhone SE, the appearance of which was borrowed from the iPhone 8, and only added new functions for the camera without improving the module itself, and the A13 Bionic processor straight from the iPhone 11.
In March 2022, Apple expanded its lineup of smartphones with the third generation SE. It was also an iPhone 8, but with even more advanced camera algorithms and processor from iPhone 13. The Cupertino-based company wants to maintain strong sales throughout the year, and it seems to be succeeding. Apple has chosen the right strategy and is unlikely to abandon it. Should we expect the iPhone 14 in a new color in spring 2023? Personally, I think so.