It's an arguably old fashioned marketing idea that's still generating laughs among some women, like the group Girl Geek Sydney.
At the recent Girl Geek Dinner meetup in Sydney, everyone got a sticker with the words "I'm a woman in tech. That doesn't mean everything has to be pink".
This got us thinking about some of the female friendly tech we've seen over the years. A standout was HP's Vivenne Tam laptop, a vaguely clutch-sized vision in scarlet red with fashion world credentials. And there's no shortage of phones, Xbox controllers and headphones in pink.
Cheap shots about colours and styles aside, technology companies have a history of mixed success in their efforts to seem more female friendly. In 2009, Dell even promised less pink as part of a new "Lifestyle" area on their site for women.
To be fair, for some major brands, the fashion push seems to be more about general style and taste, and isn't always specifically pushed at women. What we are seeing is major brands pushing a whole range of styles at fashion conscious people, like the swappable lids for Dell's Inspiron 15R, some which could be construed as female-friendly and others not so much.