If new rumors from Asia are to be believed, Apple’s usual strategy of introducing a new iPhone color in mid-spring is unlikely to be repeated for the iPhone 15 this year. Apple typically introduces new “iPhone” colors in the spring to boost midlife sales of the device, keeping the device top of mind for consumers at a time when the next iPhone launch is still six months away.

Apple has used this tactic a lot in recent years. It launched red versions of the iPhone 7 and iPhone 8 in 2017 and 2018, respectively. Later in 2021, Apple added purple to the iPhone 12 and iPhone 12 mini models for the spring season at the end of April.

In March 2022, the iPhone 13 series received a new green finish, and in the same month last year, Apple launched the iPhone 14 and iPhone 14 Plus in a new yellow color. Each new color launch was accompanied by a significant advertising campaign to attract new customers and upgrade devices that weren’t purchased when the latest iPhone lineup was released in the fall. But this year may be different.

According to Chinese leaker Instant Digital posted on Weibo, a new spring color scheme is not on the cards for the iPhone 15. It’s also worth noting that Apple has already released several iPhone cases and Apple Watch bands with updated color options. The updated accessories come as Apple introduced the new MacBook Air in early March. In previous years, such a move was often accompanied by a new iPhone color.

It’s not entirely clear why Apple turned down the opportunity to increase sales in the middle of the iPhone’s production cycle; so for now you should take the latest rumors with a grain of salt. Production delays have reportedly delayed the launch of the new iPads until May, and Apple isn’t expected to hold a launch event to announce the devices, although the unveiling of the new iPhone color could always take place in the form of a separate press release. Apple has preferred this in the past.