Apple’s latest flagship, the iPhone 17 Pro Max, has ignited a frenzy with its new Cosmic Orange finish — and within hours of release, the model was sold out in the United States and India, two of Apple’s biggest markets.
The color, unveiled during Apple’s “awe-dropping” September 9 event, was marketed as a limited-edition option to distinguish early adopters from mainstream buyers. Analysts suggest this scarcity was deliberate, feeding into Apple’s long-standing strategy of blending technology with lifestyle exclusivity.
In India, Apple’s fastest-growing market, preorders for Cosmic Orange closed in under three hours on the Apple Store app. Major resellers in New Delhi and Mumbai have reported waiting lists stretching into November. In the US, flagship Apple Stores in New York and San Francisco confirmed that initial stocks were cleared within the first day, sparking resale markups online where listings have already doubled the official price.
Industry observers argue that the out-of-stock status underscores both Apple’s supply chain precision and the emotional pull of design in driving sales. “Apple isn’t just selling a phone, it’s selling belonging,” said tech analyst Rohan Mehta.
While other iPhone 17 models in classic finishes remain available, Cosmic Orange has become the most talked-about variant. Apple has not confirmed whether additional batches will be produced, fueling speculation that scarcity is part of the strategy to cement its desirability.