Earlier this week, Apple rolled out a special red-colored edition of their iPhone 7 and iPhone 7 Plus. Apple enthusiasts will be able to order PRODUCT(RED) starting on March 24.

While the release of the brightly colored iPhone has certainly garnered attention online, Terry Tolman, service manager at the Wildcat store, said that people were already able to purchase the (RED) versions of products before.

(PRODUCT) RED is a licensed brand that takes a unique approach to raising awareness for HIV/AIDS. In partnership with major businesses, (PRODUCT) RED places the (RED) logo on select products, increasing consumer awareness for their cause.

Businesses that collaborate with (RED), such as Apple, will be able to offer these special products for sale, and up to 50 percent of the profits from these products will be donated to foundations, such as the Global Fund to Fight AIDS, Tuberculosis and Malaria, dedicated to helping those in need.

According to their website, (RED) works to make it easier for businesses to help provide aid to those suffering from disease around the world.

“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,” Tim Cook, Apple’s CEO, said.

 

In years past, Apple has traditionally saved their big announcements for the spring. In 2015, Apple announced the release of the Apple watch, and just last year in 2016, they unveiled the iPhone SE and the 9.7-inch iPad Pro.

“Apple has usually had an event in March — this time the iPad Air 2 was relaunched as ‘iPad,'” Tolman said.

Apple also revealed that the iPhone SE received a larger memory capacity. The 64 GB model — which got a price cut last year — now has a 128 GB capacity next to the cheaper 32 GB model.

Those who purchase the special edition iPhone, and other products, will be contributing to Global Fund HIV/Aids to help them continue to provide clinics, testing and treatment to those suffering from HIV/Aids.

(RED) was founded in 2006 and, according to their website, has raised over $465 million dollars for the Global Fund, $130 million coming from Apple alone.

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