Here’s Why Google’s Pixel 9 Pro Fold Doesn’t Come in Fun Colors [CNET]

Google is sticking with porcelain and obsidian colorways (white and black) for its new Fold even as the rest of the Pixel 9 series comes in a variety of colors.

As a foldable fan, it’s a drag that Google is keeping things monochromatic with this year’s Pixel 9 Pro Fold, but it seems that the company is making the safest business decision in doing so.

Unlike the base Pixel 9 and the upgraded Pixel 9 Pro, the 9 Pro Fold, starting at $1,799, only has two color options: black and white, or what Google refers to as porcelain and obsidian. While it’s unsurprising that Google isn’t doing anything too daring with its nearly two-grand foldable, it still begs the question: Why don’t manufacturers, generally, bring bold and fun colors to pro devices? 

“The approach that most manufacturers have taken is to experiment with color at lower price points, but stick with black and white for the premium tier,” said Avi Greengart, president and lead analyst at Techsponential. “This is both an admission that many consumers invest in cases to protect their expensive phones, and an unwillingness to deal with inventory management.”

Since the launch of the iPhone in 2007, black and white colorways have been a staple in smartphone color design. Most, if not all, major smartphone launches have had either black or white as an option for smartphone users.

Recent survey data by CNET, conducted through Suzy Insights, of 1,000 US consumers shows where many lie on pro phone color choice. Of those who were already pro phone users, 48% would consider black as their next pro phone, followed by silver at 30%, gray at 28%, white at 26%, rose gold at 29%, blue at 26%, purple at 26%, pink at 25% and gold at 20%. Green, red, orange and yellow all ranked below 20%.

It’s not just consumer demand dictating manufacturer decision-making but there are supply chain limitations phone makers have to consider as well. And while it could be argued that fun colors should be reserved for cheaper non-pro variants, the fact of the matter is, consumers are quickly gravitating towards pro-level devices.

When Apple launched its first pro phone, the iPhone 11 Pro and Pro Max in 2019, both collectively accounted for 30% of overall iPhone sales. With the iPhone 15 line, both pro models account for 45% of overall sales collectively, making them effectively Apple’s default iPhones. The base iPhone 15 and 15 Plus only made up 14% and 9% of iPhone sales, by comparison.

Even as consumers shift to fancier and more expensive iPhones, Apple isn’t giving fans fun and vibrant colors found with its base units. With the iPhone 15 Pro, it’s available in four refined, if muted, color options. This includes a white, black, silver and navy blue. It’s largely the same with Google’s lineup of Pixel 9 Pro devices announced earlier this week. The Pixel 9 Pro is available in a white, black, a shiny pink rose quartz and a muted green, which Google calls hazel. 

“We would love to be offering even more so, but there are certain business limitations where we can’t have unlimited colors,” said Isabelle Olson, head of industrial design for home, wearables and CMF across Google hardware. “So, we selected a light and a dark that is really versatile and that appeals to a lot of people. But hopefully in the future.”

Despite the survey findings, inventory management is also an important factor. If it were easy to build and distribute a wide range of colors across the world, then manufacturers would fulfill consumer demand. That’s not to say manufacturers haven’t tried in the past to deliver customization options to fans. A decade ago, Motorola had its Moto Maker program that gave people the ability to mix and match different colors to make a custom device. Samsung offered the Bespoke edition of the Galaxy Z Flip 4, but didn’t extend the program to later editions. Neither of these programs made waves in the smartphone industry and purchases were largely limited to direct sales from the manufacturer, seldom through carriers or retailers.

“Some consumers really like bold colors, but carriers hate stocking them,” said Greengart. There is one premium category where manufacturers are testing new colors, according to Greengart. “The exception is on fold-smaller phones, which are bought at least partly as a fashion statement, so Motorola and Samsung have pushed through some bold hues even at the higher end of the price range.”

The Motorola Razr and Razr Plus 2024 are available in some chic colors, for example.

At the very least, to give a bit of contrast, Google is offering case options for the Pixel 9 Pro Fold. Along with plastic porcelain and obsidian cases is a pastel green color, which Google calls aloe. But for foldable fans who either prefer to go sans case or aren’t a fan of Google’s offerings, they might need to look at different case manufacturers or opt for a skin. 

Actually, the popularity of cases is a major factor as to why manufacturers don’t throw up tons of new colors on billboards and commercials. Among iPhone owners, for example, case usage is as high as 87%, according to data from NPD.

“If you grow tired of the color you can also change it over time in a less wasteful way,” said Olson.

Obviously, luxurious items aren’t limited to boring colorways. There are plenty of supercars driving through the streets of Los Angeles with bright reds and vibrant yellows. Even then, a majority of cars tend to be black, white or silver, with a smattering of muted color options in between. In a way, foldables are kind of the sports cars of the mobile world. A Lamborghini scissor door evokes the same feeling of folding open a Motorola Razr, right? As to when we might see splashy foldables and pro phones will depend on consumers making it well known that they want their devices to turn heads and make a statement.