Apple's iPhone 17 Pro sales in China jumped 38 percent year-over-year, reaching $25.5 billion in quarterly revenue. The surge reversed nearly three years of declining performance in the region.
Chinese consumers immediately dubbed the Cosmic Orange finish "Hermès orange," linking Apple's premium phones to the French luxury brand's signature color. Videos showcasing the vibrant hue flooded Chinese social platforms within weeks of the September launch.
The color's visibility served as a status marker in China's status-conscious smartphone market.
"External obvious changes to design, which includes the introduction of a shout-out orange colour, pulled out early upgraders."
IDC senior research director Nabila Popal told the Financial Times.
Linguistic connections amplified the effect. In Mandarin, the word for orange sounds similar to the word for success. Social media posts about the premium iPhones frequently included well-wishes playing on this phonetic similarity.
China now represents roughly one-fifth of Apple's global sales. The 38 percent increase marked the company's best-ever performance in the region after facing stiff competition from domestic rivals Huawei, Xiaomi, and Vivo, as well as other challengers like Honor's Magic 8 Pro Air.
Apple reported overall quarterly revenue of $143.8 billion, a 16 percent increase from the previous year. The company described iPhone sales as reaching "best-ever" levels driven by "unprecedented demand" in Greater China.
The Cosmic Orange finish appeared exclusively on iPhone 17 Pro and Pro Max models. Its bold, easily recognizable appearance made the devices stand out immediately in public settings, functioning as a visual upgrade indicator.
For the iPhone 18 Pro lineup expected this September, Apple will likely introduce new signature colors. The company rarely repeats Pro colors two years consecutively, making a Cosmic Orange return improbable. Rumors suggest brown coffee-like shades, purple, and burgundy as potential replacements.
The color-driven sales surge demonstrates how design elements can sometimes outweigh technical specifications in driving consumer demand, particularly in status-conscious markets like China.
