Apple’s new iphone. Will it make a difference in India compared to other competing brands? The colours seem fresh and new; but for Apple. Fashion history has seen that bright colours like neon are generally short lived trends which last for a couple of years in the classic “fad” phenomena. They peak during their popularity period and then rapidly decline. Remember acid tones, which gained popularity a decade back? Once the fad reached the streets, it quickly exited along with bell sleeves and platform heels. While acid tones have a neutral association, apart from the fact that they look hideous on the majority colour complexions in India, neons don’t have plenty of good associations either. To the typical Indian mind, they are generally associated with bars and night clubs, which is not a very classy association for a premium product. While a niche audience may be willing to experiment with the new phone, the masses may not be comfortable with the phone especially given the estimated price tag of around Rs. 40,000. For a fashion colour. And that too for a plastic body phone. I feel Apple is somewhat lost in It’s positioning with a style and price mismatch for the Indian audience. A new colour is hardly a wow factor, neither is the price alluring. Add to that an operating system that the Indian market is still in learning stage. I don’t see this going much ahead.