This past week, Apple introduced the iPhone 14. To be precise, the only change is the appearance of a new color. Specifically, this instance calls for the color yellow. Aside from that, it’s identical to the iPhone 14 models Apple released in September in every other respect. It’s a great example of how to keep customers interested even when you don’t have anything new to offer, and it’s a lesson that every small business owner should learn.
What is it Exactly?
There are no new capabilities in the yellow iPhone 14. Just an iPhone 14 or 14 Plus in a different color. That doesn’t seem like a big deal, so let me explain it. People are acting as if a new iPhone has been released when in reality all Apple did was order some paint and re-spray the old one and move several million copies of it.
Well, I get that it’s not quite that simple and that nobody just sits around painting iPhones. To counter this, it is brilliant for Apple to release something it can legitimately call new in the middle of the iPhone release cycle.
It goes without saying that regular iPhone upgrades will tell you the yellow iPhone is a terrible value. The wait for the next one is only six months. “You should wait for the iPhone 15 coming this fall,” they will say.
However, the vast majority of iPhone owners do not upgrade annually or even biannually. The vast majority of iPhone owners upgrade whenever they feel the need for a new model. They hold out as long as possible, and then, when the time finally comes, they don’t really care if the next one is close behind.
That’s probably why Apple’s newest iPhone hue is exclusive to the 14 and 14 Plus rather than the Pro lineup. Apple’s midcycle upgrades aren’t selling well with the people the company expects to buy its products.
I’ve read a few articles claiming this is an obvious publicity stunt designed to boost sales in the middle of the cycle, and I have to agree. Because of this, it exhibits remarkable intelligence. With the release of the “new” iPhone, Apple is free to market the device as “new,” even though the device hasn’t undergone any significant functional changes. Apple is well aware of the fact that consumers are less interested in iPhone models that are more than six months old than they are in brand-new ones.
The yellow iPhone can teach every company some valuable lessons, and here are just a few:
Non-early adopters are snagged by it
As I mentioned before, the yellow iPhone isn’t for those who are eager to get their hands on the newest iPhone as soon as it’s released. Those folks have already shelled out the cash and have been using their current iPhone for a good six months.
The yellow iPhone is designed for people who don’t upgrade every year. Is Apple’s decision to withhold this color from early adopters unfair to them? In a word, no. The term refers to a hue. You won’t be missing out on any additional hidden bonuses.
You might be disappointed if yellow is your favorite color and you didn’t get it, but you could have waited. Nothing mandates a September iPhone purchase.
This piques the listener’s interest and builds suspense
It’s common knowledge that every Spring, Apple introduces a brand new iPhone color. This has been the case for several years, and it seems unlikely to change any time soon. The spring sale is exciting for those who enjoy having a variety of colors to choose from when purchasing electronic devices.
That’s brilliant marketing for Apple, as it generates interest in the new iPhones when people normally wouldn’t be thinking about them. Even if it isn’t enough to convince someone to buy an Apple product instead of something else, Apple has certainly figured out how to keep our attention as a consumer-based business.
This is a good time
Because of this, Apple will likely sell a lot more iPhones than it would have otherwise, which is great for business. That, however, is not the best justification for introducing a new hue in the spring. In the end, the fact that it’s enjoyable is the most important factor.
The yellow iPhone 14 is a lot of fun, just like the purple iPhone 12 and the Alpine Green iPhone 13. It’s a simple way for Apple to give customers what they want—satisfaction—by altering the appearance of an existing product. My only criticism is that I wish they used more advanced tech like laptops and tablets.
