iPhones are going red. Do you know why?
Smartphone giants Apple are launching a new colour for its flagship device, the iPhone7 in red. The new (RED) iPhone will feature a red aluminium back finish in red with a front white, in order to promote and fund Product (RED)'s efforts to tackle HIV and AIDS. "This is the biggest day in our 10-year partnership," said (RED) CEO Deborah Dugan, adding that "it's a dream come true."
After launching the iPod Nano Special Edition (RED) a decade ago, the smartphone giants have also come up with (RED) Beats headphones to (RED) Smart Battery cases, but not the prime product that still fetches Apple a major chunk of their profits. Choosing to finally come up with a (RED) iPhone is "a nice recognition of our partnership with the (RED) team in fighting HIV and AIDS," said Apple VP of Marketing Greg Joswiak.
All of the previous Apple (RED) products contributed a portion of profit that was directed towards the Global Fund. RED, which is non-profit entity helps funding HIV/AIDS grants in more than half-a-dozen countries in sub-Saharan Africa. Till date, Apple has contributed $130 million to the cause, a contribution that is more than many countries said Dugan. The RED CEO also spoke about how alarming the HIV/AIDS crisis was across the planet and called it the world's worst healthcare crisis.
"I'm optimistic because we've seen from the time that we've been with Apple that more than 18 million people have effective treatment," said Dugan.
Dugan said she never approached Apple to launch a (RED) iPhone. "Quite frankly, they're always so provocative and creative. We wait to hear from Apple on what idea they'll have next."
The iPhone7 and 7 Plus Special Edition (RED) will come in 128 GB and 256 GB editions (iPhone7, $749 and $849; iPhone7 Plus, $869 and $969). Starting this Friday, the (RED) iPhones will be available wherever Apple sells the iPhone(online and at retail). As for supplies of the (RED) iPhone, Joswiak said the smartphone company plans to make "a bunch," but did not stress on the duration of their ability. Apple will also try to educate consumers about the new colour launch.
One hundred percent of all money raised by (RED) goes directly to Global Fund HIV/AIDS grants that provide testing, counselling, treatment and prevention programmes with a specific focus on eliminating transmission of the virus from moms to their babies. Since it was founded in 2006, (RED) has generated more than $465 million for the Global Fund, with more than $130 million from Apple alone.
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