iPhone Demand: Beyond Black and White

Yes, we actually ask survey subjects about the color of their iPhone, as we conduct our quarterly survey of Apple customers.

While iPhone color is not the most critical attribute of Apple customer behavior, it’s somewhat interesting and definitely fun to analyze. Historically it revealed that Apple customers tended to stick with the basics, rather than embracing some of the more unusual colors that Apple features when they announce new iPhone models. The launch of the iPhone 14/Plus and 14 Pro/Max models seems to have bucked that trend.

For most models, the predominant color was black (or should we say midnight or graphite or space gray…), followed by a shade of blue or white. The 2022 reintroduction of purple, after its brief appearance on iPhone 11 and 12, changed the game (Chart 1).