红色iPhone回归？(PRODUCT)RED与苹果的20年沉浮

爱范儿02-23

今天彭博社最新爆料，苹果可能会在 iPhone 18 这一代上推出深红色作为“旗舰机型”的配色。由于 iPhone 17 Pro 的“星宇橙”在中国卖得意外的好，有人直接拿它和爱马仕橙对比。但在“星宇橙”刷屏的同时，很少有人想起，七年前的那款红色 iPhone 7，曾被分析师称为“苹果史上销量最差的机型”。同样是鲜艳的色彩，同样是（部分）针对中国市场的策略，结局却天差地别。这背后，是苹果对“红色”...

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7，曾被分析师称为“苹果史上销量最差的机型”。同样是鲜艳的色彩，同样是（部分）针对中国市场的策略，结局却天差地别。这背后，是苹果对“红色”...</p>\n\n<a href=\"https://tech.ifeng.com/c/8qyXRfrF4Cf\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"IE0009G5SDU7.USD","symbol_name":"PIMCO BALANCED INCOME AND GROWTH \"M\" (USD) INC","start_time":0,"source_url":"https://tech.ifeng.com/c/8qyXRfrF4Cf","article_id":"2613206362","we_media_id":null,"thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2613206362","pubTimestamp":1771818800,"columns":[],"sourceInfo":{"source_id":"fenghuang_stock","name":"凤凰网"},"weMediaInfo":null,"summary":"这是红色首次登陆 iPhone 产品线，也是苹果首次将 RED 扩展到核心产品线。据后来供应链反馈，红色版 iPhone 7 的销量是“苹果手机史上最差的”，库存积压严重。但红色 iPhone 始终未能成为主流。2023 年的 iPhone 15、2024 年的 iPhone 16，红色均未出现。此次红色回归得益于 iPhone 17 Pro 启用的铝合金一体成型机身工艺。无论红色 iPhone 是否存在，以及是否冠以 RED 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(PRODUCT) RED and Apple's 20 years of ups and downs","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AAPU":0.6,"AAPD":0.6,"AAPX":0.6,"AAPB":0.6,"MACW.SI":0.6,"AAPW":0.6,"AAPY":0.6,"AAPL":1.97,"APLY":0.6},"content_text":"今天彭博社最新爆料，苹果可能会在 iPhone 18 这一代上推出深红色作为“旗舰机型”的配色。由于 iPhone 17 Pro 的“星宇橙”在中国卖得意外的好，有人直接拿它和爱马仕橙对比。但在“星宇橙”刷屏的同时，很少有人想起，七年前的那款红色 iPhone 7，曾被分析师称为“苹果史上销量最差的机型”。同样是鲜艳的色彩，同样是（部分）针对中国市场的策略，结局却天差地别。这背后，是苹果对“红色”这个色彩符号长达十八年的探索、失败与重生。2006 年，U2 乐队主唱 Bono 给乔布斯打了一个电话。当时 Bono 刚刚成立了 (PRODUCT)RED 慈善品牌，旨在通过与全球知名企业合作，为抗击结核病、疟疾、AIDS 等疾病筹集资金。他邀请苹果加入这个项目，推出一款红色特别版产品。乔布斯对慈善活动向来不感兴趣，但他还是同意了 Bono 的请求。然而，双方在品牌标识上产生了分歧：(PRODUCT)RED 的标准格式要求将合作品牌名放在括号中，如 (Apple)RED，但乔布斯坚决不同意将苹果 Logo 放进括号里。最终双方妥协：苹果的红色产品统一标示为 (PRODUCT)RED，而非 (Apple)RED。这一传统延续至今——当你在苹果官网选购红色 iPhone 时，看到的依然是那个带有括号的红色标识。苹果的第一款 (PRODUCT)RED 产品，是第二代 iPod nano。这款鲜红色的音乐播放器在 2006 年上市后大获成功，为苹果打开了一扇新的大门：原来，颜色不仅可以表达品牌态度，还能成为连接公益与商业的桥梁。红色 iPhone 的“黑历史”2017 年 3 月，苹果发布了 iPhone 7 和 iPhone 7 Plus 红色特别版。这是红色首次登陆 iPhone 产品线，也是苹果首次将 (PRODUCT)RED 扩展到核心产品线。手机采用了红色铝合金后壳和边框，但前面板依然是白色。这一设计后来被认为是“最大的败笔”。 “红配白，像廉价玩具”是当时网友最常见的评价。糟糕的市场反应一点也不出人意料。尽管发布前关注度不低，但红色版 iPhone 7 开卖后一直处于现货状态，关注度迅速降温。据后来供应链反馈，红色版 iPhone 7 的销量是“苹果手机史上最差的”，库存积压严重。苹果显然吸取了教训。2018 年的 iPhone 8 红色版改用了黑色前面板，视觉效果大幅提升；2020 年的 iPhone SE（第二代）红色版延续了这一设计，市场反应趋于平稳。但红色 iPhone 始终未能成为主流。数据显示，在 iPhone 13 系列中，红色版本仅占 3.3% 的份额，而粉色高达 36.7%。iPhone 7 红色版的“销量最差”标签，似乎成了红色 iPhone 挥之不去的阴影。此外，由于 (PRODUCT)RED 属于境外 NGO，不得在中国境内从事自主盈利性活动，以及一些众所周知的其它原因，苹果虽然在中国市场销售了红色系产品，但并没有在产品上刻印 (PRODUCT)RED 名号。四年的空窗期2022 年，苹果发布了 iPhone 14 红色版。没人想到，这竟成为红色 iPhone 的“绝唱”。2023 年的 iPhone 15、2024 年的 iPhone 16，红色均未出现。苹果依然会每年通过 Apple Pay 捐款——2025 年的活动是每笔交易捐 5 美元，上限 300 万美元——但红色 iPhone 已经淡出人们的视野。苹果为何停止推出红色 iPhone？业内分析有三方面原因： 市场反馈平淡、配色策略调整，以及公益形式的转变。前面提到，红色 iPhone 的销量始终不及预期，尤其是 iPhone 7 红色版的失败，让苹果对红色持谨慎态度。为了打造年轻的形象，吸引更多年轻消费群体，苹果也开始尝试更多元化的配色，如 iPhone 13 的粉色、iPhone 14 的紫色，这些颜色都比红色更受年轻用户欢迎。苹果逐渐将公益重心从硬件销售转向数字支付，通过 Apple Pay 捐款成为新的主流模式。但红色并未被苹果遗忘。有人用户晒出了从 iPhone 7 到 iPhone 13 的红色机型全家福，配文：“我们需要经典的红色 iPhone 回归！它们不仅颜值极高，更是支持公益的象征。”“爱马仕橙”的启示2025 年，iPhone 17 Pro 的“星宇橙”配色在中国市场意外走红。 这款偏红橙色的新配色，被消费者亲切地称为“爱马仕橙”——因为它的色调与法国奢侈品牌爱马仕的标志性颜色高度相似。“心想事橙（成）”“马到功橙（成）”的谐音梗促进了橙色 iPhone 的销量，也让它成为身份与品味的象征。数据显示，iPhone 17 Pro 的橙色版本直接推动苹果 2025 年 Q4 在华销量增长 38%，大中华区营收达到 260 亿美元，创下历史新高。“选择橙色，就意味着每个人都知道你用的是最新款 iPhone 17，这是一种身份声明。”分析机构 IDC 高级研究总监纳比拉·波帕尔如此评价。“爱马仕橙”的成功，让苹果重新思考颜色的战略价值。原来，问题的关键不在于“红色”本身，而在于如何让颜色与品牌溢价、社交货币产生关联。红色，不止是一种颜色彭博社爆料，苹果正为 iPhone 18 Pro 系列测试全新深红色配色。这是红色系首次登陆 iPhone Pro 机型，也是自 2022 年 iPhone 14 后，红色时隔四年的回归。此次红色回归得益于 iPhone 17 Pro 启用的铝合金一体成型机身工艺。这种新工艺显著提升了金属表面的着色表现力与一致性，让 Pro 系列在色彩拓展方面具备更强可行性。据爆料，iPhone 18 Pro 可能采用“双旗舰配色”策略：深红色作为新配色，同时保留上一代大热的“星宇橙”。此前传闻的紫色、棕色等配色，则只是深红色在不同工艺参数下的测试变体。值得注意的是，苹果对折叠屏 iPhone Fold 采取了截然不同的配色策略：仅提供深灰/黑色和白色/浅银色两款基础色调，回归初代 iPhone 的经典配色逻辑。这种“保守”显然是为了简化折叠屏的量产工艺，降低生产复杂度。回顾苹果红色机型的十八年历程，你会发现，红色对苹果而言，从来不只是一种颜色。- 2006 年的红色 iPod nano，是苹果与 (PRODUCT)RED 合作的起点，也是乔布斯时代“科技向善”的首次尝试。- 2016 年的红色 iPhone 7，是苹果对中国市场的第一次“红色试探”，却因设计失误而惨败。- 2022 年的红色 iPhone 14，成为红色 iPhone 的“绝唱”，也标志着苹果配色策略的转型。但去年的“爱马仕橙”，让苹果重新发现颜色的商业价值——颜色与奢侈感产生关联，它就能成为驱动销量的“社交货币”。2026 年的深红色，或许是苹果对红色的一次“正名”——在更先进的工艺、更精准的市场策略加持下，红色或许能够摆脱“销量最差”的阴影，成为新的爆款配色。最后，再回到公益的话题上。截至 2021 年，苹果已累计向全球基金捐赠 2.5 亿美元，用于抗击结核病、疟疾、AIDS 等疾病。无论红色 iPhone 是否存在，以及是否冠以 (PRODUCT)RED 的名称，苹果的这份公益承诺从未改变。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.4","shortVersion":"4.42.4","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2613206362","isCrawlerRequest":true}