Cosmic Orange Effect: Apple’s Strong Comeback in China with iPhone 17 Pro

Apple has delivered one of its most notable performances in recent years in the Chinese market. The company reported fourth-quarter revenue of $26 billion in China, marking a 38% year-on-year increase. After three years of declining sales, this significant rebound was largely driven by strong demand for the “Cosmic Orange” version of the iPhone 17 Pro series.

Cosmic Orange drives sales momentum

Launched in fall 2025, the iPhone 17 Pro and iPhone 17 Pro Max quickly captured attention—particularly with their Cosmic Orange color option. Often compared to Hermès’ signature orange shade, the striking finish became one of the most talked-about design elements in the tech world.

Thousands of social media posts featured the orange iPhones, positioning them not just as devices but as symbols of style and status. One influencer summed up the sentiment by saying, “Choosing orange means everyone knows you’re using the latest iPhone 17—it’s a statement of identity.”

A viral sensation on social media

Although the overall design updates to the iPhone 17 Pro may appear subtle, the bold and noticeable color shift encouraged many consumers to upgrade. The eye-catching orange finish became a primary reason for switching to the new model.

Beyond visual appeal, cultural factors also boosted sales. In Chinese, the word for orange, “cheng,” is associated with success and positive outcomes. Viral social media phrases such as “May all your wishes come true (cheng)” further amplified the phone’s symbolic appeal and fueled its popularity.

$26 billion in revenue and rising market share

Apple’s quarterly revenue of $26 billion in China now accounts for nearly one-fifth of its global sales. According to Counterpoint Research, iPhone shipments rose by 28%, pushing Apple’s smartphone market share in China to 20%.

These figures underline Apple’s renewed momentum in the region and highlight the key role the iPhone 17 Pro lineup has played in the company’s resurgence.

Anticipation builds for the iPhone 18 Pro lineup

Looking ahead, Apple’s next move is already generating buzz. The iPhone 18 Pro and iPhone 18 Pro Max are expected to debut in September alongside the company’s first foldable device. Rumors suggest new color options may include a brown-inspired shade, purple, and burgundy.

Once again, Apple has demonstrated how design and color can influence consumer behavior. Its strong comeback in China underscores the importance of aesthetics and cultural resonance in shaping global technology strategies.