I knew I wanted the latest iPhone as soon as Apple unveiled it this month.

It was the same model Apple introduced last fall, but in a dark green color, or alpine green, as Apple called it.

As my brain signaled delight and desire, another thought arose: was I being shamelessly seduced by a trillion-dollar tech giant?

I’m probably not the only one – but I’m not alone.

We buy things based on color

My tendency to be swayed by color and design has often embarrassed me.

In 2007, I was torn between the mint green and light blue versions of the third-generation iPod Nano.

According to Laurie Pressman, vice president of the Pantone Color Institute, color influences up to 85% of product purchasing decisions.

Her first challenge is to grab the eye, and nothing does that better than the thoughtful use of color, she told Insider.

Apple’s color choices are part of a larger plan

A green iPhone advertisement features two people wearing masks

Reuters/Mike Segar

It was unveiled about six months after the original iPhone 13 lineup and about six months before the iPhone 14 would be released.

As a result, this is a great time to boost sales.

For the second year in a row, Apple introduced a purple iPhone 12 in April 2021.

In a world where attention spans have shrunk to mere seconds, Apple is hoping to stand out with a new eye-catching color.

“Consumers need to be enticed to make a purchase more quickly – and color is the perfect tool for creating that engagement,” she said.

Considering society’s focus on sustainability and good health – which our brains might associate with green – has made alpine green “a contemporary fashion staple,” Pressman said.

Green is already popping up everywhere in 2022, from home decor to fashion. And Etsy chose emerald green as its color of the year for 2022. According to Etsy’s trend expert, Dayna Isom Johnson, the color symbolizes harmony, growth, royalty, and refinement.

Tech will continue to be dominated by color

An Apple store displays two green iPhone 13 Pro models

Reuters/Edgar Su

With green’s popularity in design, it’s no surprise that tech gadgets are now sporting the shade.

It’s no secret that smartphones and wearables are becoming like any other accessory — a way to show off your personality — which means color is becoming increasingly important in technology, according to Reiko Morrison, WGSN’s head of color, material, and finish for consumer tech.


Despite the strong trend toward vibrant colors, there will always be people who prefer minimalist, muted tones.


Millennials, who are digital-native, might prefer vivid, similar colors to those they see on screens. Morrison predicts that digital colors will continue to be applied to physical products in the future.

Ultimately, color makes people happy – a feeling many people seek today.

In part, this reflects our desire to jump out of the pandemic doldrums,” she said. “We respond to color viscerally and emotionally, so the brighter hues are instantly uplifting.”


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