A rumor hit Twitter in May 2021 that Apple was to launch a pink iPhone. Initially, people believed the new product line had been intentionally leaked – despite not being teased at one of Apple’s event days that announces upcoming devices. Skeptics quickly debunked it and the veracity of the claims. But the notion of a pink iPhone is interesting. Why is it significant if we actually did get one?
iPhone 13 Pro Max Rose Pink coming soon in December 2021 💕 pic.twitter.com/B4gPiO1MGC
— PENG STORE (@PengPhones) May 5, 2021
Some suspected the ‘leak’ via the Peng Phones Twitter account to be genuine because of the release timeline of the iPhone 12. The 12 and 12 Pro were launched before the 12 Pro Max and Mini, and the Pro and Pro Max were also available in different colors to the other phones. So, a November/December launch for a one-off Rose Pink iPhone with matching accessories wouldn’t be too much of a stretch. Others argued that it could be revealed in September, and suggested Apple do usually switch a color out every generation. Also, the purple-colored iPhone gives further fuel to the rumor, as pink would surely be a bigger hit than the dusky purple device. Whether the rumor manifests into reality or not will be answered in time but it does pose an interesting question: do we actually need a pink iPhone?
It seems as though the logic on this is that the pink iPhone would appeal to female users of the device. While some men will no doubt opt for the pink phone, launching a product that is so heavily gendered may seem strange for Apple to do. Going by the assumption that the colour pink is more appealing to women, it would effectively mean almost 50% of the target market would be hesitant to purchase it. But we can see through other industries how important it actually is for product range to be niche enough to appeal to specific portions of the target audience rather than general enough to appeal to everyone.
Consider how niche, yet successful, some areas of the entertainment industry are. In the world of online gaming, for example, developers aren’t afraid to target games at slices of their potential customer base. Looking at bingo sites, there is a whole range of games that have tailored audiences. For instance, Buzz Bingo has the Slot It In football-themed game. This wouldn’t appeal to those who didn’t like the sport, while The Voice Bingo is clearly targeted at those who are interested in watching such entertainment TV shows which may not appeal to all, either. Rather than cut off potential customers, specific targeting like this enables developers to attract more dedicated players and with great success.
Similarly, in the world of video games, the Pro Cycling Manager game series appealed to a very niche audience. Not only would players be expected to be interested in cycling, but they would also probably be interested in how to manage a team a la the Tour de France. While the game may seem as though it appeals to so few, there will be a strong contingent of the target audience who are extremely dedicated to the game. Sometimes it’s better to appeal well to a smaller audience than present something generic to everyone.
Finding a niche audience for the pink iPhone wouldn’t be difficult. This won’t be the first or last tech product that seems to alienate some who may buy it. What it does mean is that anyone who wants a pink smartphone will probably get one.