I would say phones are already fashion statements (or at the very least lifestyle statements, if you want to make the distinction). I'm sure Steve Jobs underst

I would say phones are already fashion statements (or at the very least lifestyle statements, if you want to make the distinction). I'm sure Steve Jobs understood this - since his return, Apple has consistently made emotional appeals, not technical ones. Their "innovations" are generally improving on the execution of existing technology (music players, smartphones, tablets) but packaging it in a way that people connect with. Colour, on a device that you carry with you everywhere you go, is very much a part of this.