Apple is expected to launch the iPhone 18 Pro and iPhone 18 Pro Max in sometime in September, while the standard iPhone 18 may be pushed to next year. Rumour has it that buoyed by the success of the Cosmic Orange iPhone 17 Pro and iPhone 17 Pro Max, Apple is reportedly testing an all-new exclusive finish for the upcoming iPhone 18 Pro and iPhone 18 Pro Max.
According to Bloomberg’s Mark Gurman, the iPhone 18 Pro and 18 Pro Max models will come in “deep red” colour. Apple has made red iPhones before but they were part of collaboration with Product(RED) where in the money it would make from selling these iPhones would go to fund AIDS research and care initiatives. The deep red iPhone 18 Pro and iPhone 18 Pro Max could be the first non-Product(RED) iPhones with red finish.
Apple is reportedly contemplating whether to retain the iPhone 17 Pro’s orange colour option on the upcoming iPhone 18 Pro lineup alongside the new red. As the report stated, while keeping both colours is a possibility, some believe red and orange may be too similar to be offered at the same time.
Previously, the iPhone 18 Pro has been tipped to come in purple and brown as well, but Gurman believes that those colour options are “just variants of the same red idea,” as the given tones are fairly similar.
The choice of colour may carry strategic implications, particularly in key markets. In Chinese culture, red is considered auspicious, symbolising good fortune and success.
The Cosmic Orange iPhone 17 Pro was notably popular among Chinese buyers, who likened its hue to Herms’ signature aesthetic. The introduction of a deep red finish this time could very well be influenced by Apple’s intent to appeal to the Chinese market once again.
According to Gurman, “the new flagship colour” is indeed in testing “as of now.” While the final lineup has not been confirmed, Apple’s transition to an all-aluminium unibody design with the iPhone 17 Pro gives the company more flexibility to experiment with different finishes.
The foldable iPhone, another most anticipated Apple release, is expected to take a more traditional approach in colour selection. As per the reports, Apple plans to “stay away from fun colours” and stick to more traditional space such as gray or black and silver or white finishes. This suggests Apple is reserving its boldest colour innovations for the Pro series, while its foldable device maintains a classic aesthetic.
