March 29, 2017
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Apple paints the town red with iPhone 7 RED

In partnership with (RED), Apple is offering a red version of their iPhone 7 and iPhone 7 Plus to highlight the AIDS fundraising campaign. This isn’t just an iPhone with a red case, the actual iPhone 7 itself comes in a red aluminium finish with white bezels.

“The introduction of this special edition iPhone in a gorgeous red finish is our biggest (PRODUCT)RED offering to date in celebration of our partnership with (RED), and we can’t wait to get it into customers’ hands,” says Apple CEO Tim Cook.

Paint it red

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Apple even recently painted their App Store and associated top apps (and even extra characters in popular games) red for World AIDS day, December 1.

Having a differently-colored iPhone isn’t new for Apple, and this isn’t the first time they partnered with (RED) as well. They once offered a rose gold option for the iPhone 6S but it’s the first time that Apple introduced an iPhone with a striking, bright, matte color and offered it as part of a charity effort.

Want one? Get it here if you’re from the UAE.

The Apple logo retains its chrome finish and is not color-matched around the red color so the logo really pops out. Below it is the much subtler (PRODUCT)RED logo.

So far, the iPhone 7RED (and iPhone 7 PlusRED) is only offered with white bezels which is a bit polarizing for consumers, since half of them preferred a black front for the limited edition iPhone 7. The aluminium ring around the home button is still chrome and not red, which many people think is a missed opportunity for a special red coloration of the iPhone.

The iPhone 7RED has been available in stores and online since March 24th in 128GB and 256GB models starting at $749 (or approximately 2750 AED). It’s not available in models at their lowest capacity (32GB).

A good cause

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(RED) is a fund started by U2 frontman and activist Bono and Bobby Shriver of the ONE Campaign. They own the licensed brand Product Red, stylized as (PRODUCT)RED, which seeks to engage the private sector in raising awareness and funds to help eliminate HIV/AIDS in eight African countries. They partner with companies like Nike, Coca-Cola, Starbucks, Converse, Electronic Arts, and a myriad of other brands to create red-themed designs for products and apps. Half of the profit for these (RED) items is donated to the Global Fund to fight AIDS, Tuberculosis, and Malaria.

So far, Apple as contributed $130 million out of the $465 million the Fund has raised, as the biggest single contributor to the fund.

“Ten years ago there were 1,200 babies being born a day with HIV, and that’s now dropped to 400. So there’s been a lot of progress but we still have work to do to get to an AIDS-free generation by 2020, though we are on target, it’s within our sights,” Cook said.