People adore Apple products and prefer to replace old ones with newly released ones. Cameras, processors, and screen technology constantly evolve with each new product. Some people enjoy these new features. Theoretically, you purchase products solely for your own experience and satisfaction. But some brands can help you create your own unique identity. We sometimes consume brands to express who we are. The iPhone is an example of such a product. Purchasing a recently released iPhone symbolizes financial success, technological savvy, and social status.

The problem begins right here. In this image, you can see the front faces of the most recent iPhones and the sizes of their displays. It's not hard to see that they're identical. Nobody will notice that you have purchased a new phone if you buy an iPhone as an update and the power of signaling.

You are willing to pay more for status, but you need a way to show everyone that you've upgraded your phone. Apple's marketing team understands your dilemma and offers you a new color by launching new models. Sierra Blue and Alpine Green were the new colors for the iPhone 13, and Deep Purple is the new color for the iPhone 14.

Apple's new color strategy is not an aesthetic design element. This strategy has a hidden value proposition: "Status." Understanding the product's value proposition is a new marketing approach for post-modern times. Consider the automobile industry. What's the real difference between a car in 2021 and 2022? Is the form of your lights part of the driver's experience, or do they indicate that you're in a brand-new vehicle?