Apple has introduced many “firsts” in the smartphone industry, but one area where they were late to the game is colorful hardware. Although the company’s line of iPods have long offered a variety of vivid color choices, it is only with the recently launched iPhone 5c that Apple brought a bit of personality to its flagship product.
One company known for colorful hardware is Nokia, and the soon-to-be-acquired firm wasted no time in reminding the world that “imitation is the best form of flattery,” a slight rewording of Charles Caleb Colton’s famous quote.
Nokia tweeted the message earlier this month during Apple’s iPhone announcement event, and it has now amassed nearly 40,000 retweets, making it one of the most successful marketing tweets in Twitter history.
Nokia’s Lumia line of Windows Phone-based smartphones have offered a variety of colors since their introduction in 2011, and have helped Microsoft secure a distant third place in worldwide mobile operating system share. Apple’s simultaneous release of the colorful iPhone 5c and more powerful iPhone 5s are expected to help the company gain lost ground from first place Android while also preventing Microsoft from catching up.
Nokia’s hardware division will soon be acquired by Microsoft. With the fall of BlackBerry, the Redmond firm will be positioned to challenge Apple with one of the few remaining vertical mobile strategies, in which a single company controls the the development of both software and hardware.