Is it the right move of Apple to introduce color variants?

Apple has recently introduced an advertisement “Plastic Perfected” which introduces five color variants for its apple customers.

Apple has always been an iconic brand with its specific white color. No other brands launched their phones especially in white color. However Apple made their mark with the white color. Even if a person saw the white color of the device a person is carrying the automatic association with the brand could be established. With such a out of the box marketing strategy of Steve Jobs the brand effect is being diluted with its recent launch of iPhone 5c and 5s series. Have a look at the recent advertisement of the launch of the iPhone.

In India the telecom sector is booming with the continuous increase in the usage of the mobile phone users. Moreover the investors now see India as a good investment for luxury and high end products there are n number of brands in India targeting every segment of the society. Hence with so many mobile phone brands in India, the market is quite cluttered. Each brand is giving a tough time to another one. Apple with its entry in India by introducing the colored variants is trying to tap the high end market. Recently Nokia Lumia also entered the market and tried to tap it. While in India itself Micromax, Samsung and other players work on almost the same pattern to advertise. Now Apple has joined the queue. There is nothing which can make them stand apart except the brand name. I see no reason for the buyer to invest in Apple brand when the same features can be bought at lesser price with almost same good looking devices. Customer is not willing to spend just for the sake of showing the brand name until and unless that brand makes him stand apart. The iconic class which used to characterize the brand Apple is being diluted at some point.

Some people may counter the discussed thought that according to the laws of marketing the brands must evolve with time otherwise the competitor brands will outdo their strength giving a tough time. The situation can only be well answered once the market response to the new launch can be gazed. So its time to wait and watch.