Cosmic Orange had a good run. For one generation, Apple’s “brave” iPhone Pro color turned into the flex color of 2025, and Android brands spent the better part of a year chasing that same citrus glow on everything from budget phones to tablets.

That cycle just repeated itself, except this time the copying started before the original even launched.

Apple made it official recently: the iPhone 18 Pro’s flagship shade is Burgundy, a deep red that leans warm and shifts toward purple depending on the light.

It’s the successor to Cosmic Orange, and Apple’s own language calls it “sophisticated.” Fair enough.

But Burgundy didn’t sneak up on the industry when Apple’s event wrapped. It’s been the worst-kept secret in tech since spring, when the first “dark cherry” and “deep red” leaks started making rounds.

By the time Apple actually confirmed the color on stage, at least four other phone makers had already shipped something wine-toned of their own.

Xiaomi got there first, on purpose

The Xiaomi 18 Fold, the company’s first wide-format foldable, launched with a Cherry Red colorway that multiple outlets pointed out looked a lot like Apple’s rumored shade, months before Apple confirmed anything.

Graphics by Vincenz Lee | GadgetMatch

Xiaomi timed the whole announcement to land just ahead of Apple’s own event, essentially racing to market with the same design language and a matching color story.

Whether that’s coincidence or a very calculated troll depends on how cynical you want to be about the smartphone industry, and honestly, you should be pretty cynical about it.

HUAWEI’s been circling this shade for a while

HUAWEI didn’t need to react quickly because it was already in the neighborhood.

The Pura X Max shipped in a Bordeaux Red, and the newly launched Pura X View came in a Shadow Red variant that sits comfortably in the same wine family.

Graphics by Vincenz Lee | GadgetMatch

HUAWEI has actually been rotating red-adjacent colorways across the Pura X lineup since last year, with Stylish Red and Stylish Orange finishes added as running refreshes rather than one-off marketing stunts.

TECNO didn’t just match the color, it named the reference

The TECNO Camon Slim 5G might be the most self-aware entry in this whole cycle.

It launched at IFA with a Burgundy Red option sitting alongside artist-inspired finishes like Van Gogh Blue and Neo Mondrian, and GSMArena‘s own unboxing coverage flat out called the color “iPhone 18-anticipatory.”

TECNO wasn’t hiding what it was doing. It saw the leaks, built the phone, and then, shipped it before Apple’s event even happened.

This isn’t Burgundy’s first lap

Wine-colored phones aren’t new, they just don’t usually get a moment like this.

Samsung quietly ran a Burgundy Red Galaxy S8 as a limited South Korea release back in late 2017, then brought the same shade back for the Galaxy S9 and S9+ the following year alongside Sunrise Gold.

A Burgundy Galaxy Z Fold4 later became an online-exclusive color that didn’t cost extra despite the exclusivity. None of those got the fanfare Apple’s version is getting now, mostly because Samsung treated Burgundy as a nice-to-have rather than the hero shade.

Burgundy used to be the tasteful alternative color buried three options deep in a lineup. Now, it’s the one every brand wants on the box art.

Why burgundy, and why now?

The appeal is pretty straightforward once you look at what came before it. Bright colors like Cosmic Orange photograph well but can feel a little loud on a device you’re carrying around all day.

Burgundy splits the difference. It reads as premium in product shots and it doesn’t look like a toy in person. Yet, it still stands out next to a wall of black and silver phones on a shelf.

It’s the color equivalent of a phone trying to look expensive without trying too hard. And after a year of neon everything, that’s clearly what buyers and brands both wanted.

Whether Burgundy becomes as inescapable as Cosmic Orange did remains to be seen. But for a color Apple hadn’t even confirmed until its event, it’s already had one of the busiest years any smartphone shade has had in a while.

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First, there’s the updated iPhone 18 Pro and 18 Pro Max. That’s alongside their design and color changes, battery and performance improvements. Even that massive camera upgrade.

There’s even the ANC-infused AirPods 5 alongside the newer Apple Watch Series 12 and Apple Watch Ultra 4. Plus, the latest software updates coming to both these wearables.

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Check out the Hisense UR8 TV: https://bit.ly/4cxo6xl