It's not an issue anywhere in the world except the US, where apparently school kids can get bullied if their texts in group chats are the wrong colour.
The reporter had a huge missed opportunity not to bring this up. If you want to have adults peer pressure each other with emotional manipulation to buy your product, that's disgusting, but fine, you have the right to do that. However there's a huge ethical line that gets crossed when that's done to children. Teaching kids and teens that brand loyalty is necessary to maintain friendships and an identity is extremely toxic and stupid.
I think the bigger issue is that we let kids create their own social structure in schools (in the US) where in-group out-group dynamics include bullying over what color your texts are, what clothes you are wearing, what songs you listen to... etc.
School culture should be about academic achievement, and controlled and led by teachers. It works that way in other schools systems. Grown ups actually place limits on bad behaviors of children, with the full support of parents.
In this case, that might mean not giving kids personal multimedia devices, and not permitting their use on school grounds at all.