In terms of marketing language, one of the best concepts that Apple came up with is the notion of “space grey“. However, since then it seems that Apple has gone astray without Jony Ive at the wheel.

One suggestion I have is with the iPhone Pro, bring back the notion of black. Don’t call it “graphite”, which is a very confusing and strange way to describe it. Perhaps better to just call it “pitch black”— similar to their “midnight black” colorway for the iPhone 13.