For Apple Inc.'s (NASDAQ:AAPL) iPhone users, it looks like the iconic shades of black or white are no longer the most popular choices. With iPhone 14, it seems preference for purple models is gaining momentum.

What Happened: As of December 2022, 42% of iPhone 14 Pro and iPhone 14 Pro Max users own the smartphone model in purple color. 

See Also: How To Buy Apple (AAPL) Share

This is almost double the 23% for “Space Black” and “Midnight.” Only 11% of users prefer the latest Apple smartphone in “Starlight” and “Silver,” reported AppleInsider, citing a new report from Consumer Intelligence Research Partners. 

Since the beginning, Apple smartphones have primarily been available in black and white. However, the tech giant introduced a purple color model with the iPhone 11 in 2019 and again with the iPhone 12 lineup. 

While there was no purple color model in the iPhone 13 lineup, the company added it back with the iPhone 14 series. 

Why It’s Important: In the fourth quarter of 2022, Apple witnessed a shortage of the iPhone 14 Pro and iPhone 14 Pro Max versions. However, Purple models were sometimes the most available out of all the colors. 

“Apple had some insight into (the) demand for purple iPhones based on the iPhone 11 and 12/mini experience,” the report stated, adding, “So, they either properly anticipated high demand for purple phones, or their optimism about purple pushed iPhone 14 Pro/Max demand to available purple inventory.”

Check out more of Benzinga’s Consumer Tech coverage by following this link.

Read Next: Out Of Warranty? Tough Luck! Apple Wants You To Pay More For iPhone, iPad And Mac Battery Replacements