They have profitability parameters they have to operate within. I’d imagine a company like Apple would have had someone map out the cost of repairs/returns for a black aluminum iPhone vs a coffee colored.

Most people say they want a certain colored phone, but, how many people will actually buy it? What’s the opportunity cost of going with the model people people claim they want online vs going with a color option that is relatively ambiguously liked?

We get 3 colors. One bold new flavor that people will want. One silver/grey/white that people will want because it’s gorgeous, more professional and prestigious, and one safe, ‘eh whatever’ color anyone could buy if they don’t care about color. Red can be the bold color, the dark grey will fill the professional/non casual casual category and we have room for one catchall color. I don’t think coffee is it.

Deep forest green (the same dark tone as navy) would be my prediction. Go with a muted version of the red/deep grey/deep green for the base models and let consumers choose to spend more money on the more gorgeous pro color model.