The Apple iPhone 17 Pro is displayed during an Apple special event at Apple headquarters on September 9, 2025 (Photo by Justin Sullivan/Getty Images)
The premium smartphone market is becoming increasingly competitive. As the annual performance increase continues to shrink, design becomes a key battleground. Looking different is just as important as higher specifications and increased performance. This week, reference models of the upcoming iPhone 18 Pro models leaked, showing how Apple will use cosmetics to boost iPhone sales.
There are three base colors (light blue, black and silver cosmetics), but the use of Dark Cherry as a signature color for the iPhone 18 Pro family is a calculated design decision to maintain retail momentum in the face of rising manufacturing costs and growing consumer reluctance to upgrade their smartphones
The iPhone 18 Pro Will Stand Out In A Volatile Premium Market
Smartphone manufacturers are using distinct visual identities to protect high-end and premium market share as annual performance gains continue to narrow.
