According to recent leaks, Apple may be placing a significant bet on color as a defining element for the upcoming device.

After drawing attention with the Cosmic Orange option on the previous generation, the company is now expected to drop that color in its next iPhone lineup, scheduled for release this fall, and replace it with a more complex, layered tone.

A new signature shade shaped by contrast and depth

Reports last week indicated that Apple is testing four color options for the iPhone 18 Pro, including light blue, deep red (Dark Cherry), silver and dark gray. Among them, Dark Cherry quickly stood out, described as a rich, premium red tone.

However, new details from leaker Instant Digital on Weibo suggest something more ambitious. The color Apple is expected to highlight for both the iPhone 18 Pro and Pro Max may actually be a sophisticated blend of wine red, coffee brown and subtle deep purple accents.

Rather than a conventional red finish, this would be a multi-layered tone capable of shifting under different lighting conditions, adding visual depth and nuance.

The leaker also noted curiosity around how Apple might name the color, a detail the company traditionally treats as a key part of its branding. In the past, names like “Deep Purple” and “Midnight Green” have helped define entire product generations.

Replacing Cosmic Orange comes with pressure

Moving on from Cosmic Orange will not be simple. The color received positive feedback for its boldness and departure from traditional palettes.

As a result, Apple faces pressure to deliver a new option that not only matches but surpasses that appeal.

The rumored combination of burgundy, brown and deep purple suggests a shift toward a more mature, refined aesthetic - one that emphasizes sophistication over pure visual impact.

This could signal a broader adjustment in Apple’s design strategy, aligning more closely with premium users who value subtlety and uniqueness.

Still, industry observers caution that color decisions are often finalized late in the product development cycle. Apple could change direction before the iPhone 18 series officially launches in September.

If current rumors prove accurate, however, the blended red tone is likely to become the centerpiece of Apple’s global marketing campaign - a role typically reserved for the most distinctive color of each generation.

Should it make it to market, this could become one of the most unique finishes ever introduced on an iPhone.

By combining three strong color identities - red, brown and purple - the design not only adds depth but also creates a sense of premium differentiation compared to traditional options like black, white or gold.

In an increasingly saturated smartphone market where hardware design changes are incremental, color remains one of the few elements capable of delivering immediate visual distinction.

Apple appears to understand this well and is leveraging it to sustain the appeal of its Pro lineup, the segment that continues to generate the highest profit margins for the company.

Hai Phong