Apple reportedly tests red as the next premium iPhone Pro colour

Apple is reportedly exploring a new premium colour option for its next-generation iPhone Pro models, with red emerging as a leading contender. The move would mark a noticeable shift from the company’s typically restrained colour palette and could signal a broader strategy to refresh the visual identity of its flagship devices.

The information comes from Bloomberg journalist Mark Gurman, who said Apple is already testing red as a key colour choice for future iPhone Pro models. While the next iPhone line is not expected to be announced until later this year, early internal discussions suggest the company is considering a bolder design approach, potentially influenced by recent market trends and regional preferences.

Red emerges as a potential flagship colour

According to Gurman, “red is the new flagship colour in testing for the next iPhone Pros.” He added that there have been rumours of purple and brown shades, but suggested these could be variations of a core red theme rather than entirely separate colour options. If confirmed, the change would represent a significant departure from Apple’s traditional use of muted finishes such as silver, space grey and deep blue.

The reported move comes after Apple introduced a bright orange finish for recent iPhone models, which has gained traction in certain markets. Fans have informally dubbed this shade “Hermès orange,” and it has become associated with premium status in parts of Asia, particularly China. Observers say Apple may be encouraged by the positive response to this more adventurous colour choice and could be looking to build on that momentum with an even more striking red option.

Industry analysts suggest that colour can play a growing role in smartphone purchasing decisions, particularly in mature markets where technical improvements between generations are incremental. A distinctive colour can help a new model stand out in a crowded market and can serve as a visible signal of ownership of the latest device.

Cultural and market considerations behind the colour shift

The potential introduction of red as a premium colour could also be linked to cultural factors, especially in China. Red is widely regarded as a symbol of luck, prosperity and celebration in Chinese culture, and products featuring the colour often attract strong consumer interest. Apple’s recent sales performance in China has shown that colour and design can influence demand, and a red flagship model could be part of a broader strategy to maintain growth in the region.

Apple has previously used colour to appeal to specific markets and consumer segments. Bright finishes such as yellow, green and pink have been offered on standard iPhone models to attract younger buyers. In contrast, Pro models have historically been reserved for more subdued tones to reinforce a professional and premium image. A move to red for Pro models would blur this distinction and suggest a more fashion-led approach for Apple’s top-tier devices.

The reported colour testing comes amid broader speculation about Apple’s future hardware plans. Gurman also noted that Apple is likely to take a more conservative approach with its long-rumoured foldable iPhone, sticking to basic tones rather than bold colours. This suggests the company may be balancing experimentation in established product lines with caution in entirely new form factors.

Apple’s history with red iPhones and future design direction

This would not be the first time Apple has released red iPhones. The company has previously partnered with Product Red to offer special-edition models in deep red finishes, including the iPhone SE, iPhone 14, and iPhone 14 Plus. These models were marketed as part of a broader initiative supporting charitable causes, but they were positioned as limited colour options rather than mainstream flagship models.

By contrast, a red finish for the iPhone Pro line would represent a shift in positioning, bringing a vibrant colour into Apple’s highest-end devices. Observers say this could signal a broader change in how Apple views the Pro range, potentially embracing more expressive designs while continuing to focus on performance and camera capabilities.

The company’s colour strategy has evolved over the years. Early iPhones were available almost exclusively in black and white, with aluminium and glass finishes gradually introduced to add variety. More recent models have expanded the palette, but Apple has generally favoured understated tones for premium devices. The reported testing of red suggests the company may now be willing to take greater aesthetic risks to differentiate its products.

It remains unclear whether the red option will make it into the final product line-up. Apple is known to test multiple colour options internally, and not all of them make it to commercial release. Final decisions typically depend on manufacturing considerations, market research and supply chain constraints, as well as feedback from internal teams.

For now, the report offers a glimpse into Apple’s design thinking as it plans future iPhone releases. If red does become the flagship colour for the next iPhone Pro models, it could mark one of the most noticeable visual changes to Apple’s premium smartphones in recent years, potentially influencing competitors and shaping broader trends in smartphone design.