Apple to debut burgundy iPhone 18 Pro next year

(AppleInsider)

Apple is reportedly planning a major color refresh for next year’s iPhone 18 Pro lineup, introducing a new burgundy finish as its latest “premium color.” Following the popularity of this year’s Cosmic Orange iPhone 16 Pro, the company aims to further strengthen its high-end brand image through bold design differentiation.

According to sources on Thursday, Apple has begun prototype production of a burgundy-colored iPhone 18 Pro during internal testing. Early feedback within the company suggests the color “offers a deep and elegant tone that pairs well with titanium’s metallic texture.”

Apple is also testing coffee and purple variants, although final color selections may change during mass production. The company reportedly places the highest priority on production efficiency and color consistency, meaning only shades that meet Apple’s stringent quality standards will advance to full-scale manufacturing.

Apple has made color-driven marketing a signature of its iPhone Pro series. Past models have featured distinct hues such as Sierra Blue (iPhone 13 Pro), Deep Purple (iPhone 14 Pro), Natural Titanium (iPhone 15 Pro), and Cosmic Orange (iPhone 16 Pro)—each generating strong early demand and reinforcing the “color effect” strategy.

If burgundy becomes the flagship color for the iPhone 18 Pro, analysts expect Apple to once again leverage its annual color refresh as a key promotional tool to boost upgrade demand and emphasize its luxury positioning. Industry observers say that in a stagnant smartphone market, color variation has become one of the few effective ways to appeal to premium consumers’ desire for exclusivity.

Each year, limited-edition colors tend to sell out quickly after launch, often commanding higher resale prices in secondary markets.

However, some experts caution that the iPhone 18 lineup—expected to debut in September 2026—is still in the internal testing stage, and Apple may alter its plans depending on supply chain stability closer to mass production.

An industry official noted, “Apple recognizes that hardware specs alone can no longer excite consumers. The company is now doubling down on ‘emotional competitiveness’ through design, materials, and color innovation.”