Apple’s recent announcement of the new Cosmic Orange color for the iPhone 17 Pro and iPhone 17 Pro Max has generated significant buzz following its unveiling at the company’s event on September 12, 2023. This vibrant hue marks a notable shift from the more subdued colors traditionally offered in the Pro lineup, reflecting a growing demand for more expressive choices among consumers.
In a discussion featuring Apple’s Global Marketing head, Greg Joswiak, and Senior Vice President of Hardware Engineering, John Ternus, it was revealed that the switch from titanium to anodized aluminum played a key role in allowing a broader color spectrum. Anodized aluminum is not only lighter but also more energy-efficient, enabling the introduction of dynamic colors like Cosmic Orange. “For years, we’ve had Pro customers say, ‘Hey, the other part of the line gets all the fun colors and we don’t,'” Joswiak explained.
This shift to a bold color choice may address the sentiment that previous Pro models lacked excitement. Many Apple users have expressed their desire for more vibrant options, and Cosmic Orange certainly fills that need. However, some have noted that the introduction of this vivid color comes at the expense of the iconic Space Black, a staple in previous Pro models.
When asked about the transition, Joswiak asserted that the company understands the demand for darker shades in their offerings. “We’ve had different shades of dark for years. We know people want a dark,” he stated, referencing the new Deep Blue available in the lineup. He emphasized that Classic Silver remains an option for those who prefer a more traditional look.
While Ternus and Joswiak were tight-lipped about the specific decision-making process behind the new color choices, they shared their enthusiasm when first seeing the designs. “They showed us these, and we’re like, yeah, it’s awesome,” Ternus remarked, indicating a strong positive response from the design team.
The release of the iPhone 17 series, including the Cosmic Orange variant, has already sparked excitement among tech enthusiasts and consumers alike. The device will be available for preorder starting this Friday, with various promotional deals anticipated.
For those interested in further insights from the Apple executives, a full podcast interview is available on Tom’s Guide and TechRadar’s YouTube channel, providing a deeper understanding of the company’s latest offerings and design philosophy.
As the launch approaches, the iPhone 17 Pro and iPhone 17 Pro Max are poised to attract attention not only for their performance but also for their new, eye-catching aesthetic. With Cosmic Orange leading the charge, Apple appears ready to redefine expectations for its premium smartphone line.
