Drool over these photos of Apple’s new ruby iPhone 7 (RED)

Move over, jet black. Red is the iPhone’s hot new color.

In partnership with nonprofit Product (RED), Apple added a brand-new, bright ruby red iPhone to its roster: The iPhone (RED). Like the company’s (RED) iPod Nano, (RED) Beats headphones, and (RED) Smart Battery cases, the launch is intended to promote ongoing efforts by Product (RED) to combat HIV and AIDS, which remains one of the globe’s worst health problems. More than 35 million people have died of the virus, and 37 million are infected each year, according to Product (RED).

As with Apple’s other Product (RED)-branded devices, a portion of every iPhone (RED) sale will be donated to The Global Fund, a charitable organization that finances HIV/AIDS grants to roughly half a dozen countries in sub-Saharan Africa. “This is the biggest day in our 10-year partnership, (RED) CEO Deb Dugan told Mashable. “[We’ve] seen from the time we’ve begun with Apple that more than 18 million people have effective treatment. Having Apple make this very big statement, it takes our breath away.”

Our first look at the red hot iPhone

The iPhone (RED) is officially available in Apple Stores, so we stopped by to see what the fuss is all about.

What’s clear is Apple needs to make more iPhone colors — the iPhone (RED) is drop-dead gorgeous. The matte, ruby red finish on the back attracts the eye, but hardly any fingerprints. The Product (RED) logo sits below the iPhone, and the antennas around the phone blend in more so it looks a little sleeker than the other colors. Apart from that, you should expect the same build quality and style of the iPhone 7.

The only downside is that Apple did not make the front red like the back. Instead, you get a white front along with a silver accented home button.

apple iphone red product box

The iPhone (RED) is another notch in Apple’s belt in its fight against HIV and AIDS. The iPhone maker has made a tradition of marking World AIDS Day with a campaign to donate to Product (RED), and in 2012, it teamed up with Starbucks to offer a special iTunes eBasket that saw 5 percent of proceeds donated to The Global Fund.

Availbility and pricing

The iPhone 7 and 7 Plus Special Edition (RED) is now available online and in stores. The design is the only difference between the Product (RED) phones and the current iPhone 7 and 7 Plus devices  — functionally speaking, they’re the same.

Here’s how the pricing breaks down:

  • iPhone 7 128 GB:  $750
  • iPhone 7 256 GB: $850
  • iPhone 7 Plus 128 GB: $870
  • iPhone 7 Plus 256 GB: $970

Apple said the percentage of each sale that goes to Product (RED) varies by channel, but historically, the iPhone maker has been one of the charity’s biggest contributors. It has donated $130 million to the cause thus far — an amount that’s more than many countries have contributed, according to Dugan. Apple will try to inform potential buyers about Product (RED)’s mission through posters, pamphlets, and other promotional materials.

Controversy in China

There was some initial blowback to the iPhone (RED) in China — about how the announcement and product page on Apple’s Chinese site are completely devoid of Product (RED) branding. The limited-edition model is slated to land in more than 40 countries in April, and while China is one of them, it appears that Apple made the change to avoid pushback over what is a murky, taboo subject in the country.

The omission is even more strange considering Apple China pledged its support to Product (RED) late last year, as pointed out by Engadget China’s editor-in-chief, Richard Lai, on Twitter. The company’s Taiwan site retained the branding, which indicates there’s more than a language problem at work here. Apple CEO Tim Cook confirmed to MacRumors that the company “will donate to the Global Fund on every iPhone 7 and iPhone 7 Plus [sold] in every country in the world.” Apparently, even though the name has been scrubbed, sales of the limited-edition iPhone in China will continue to benefit the charity.

This article was originally published on 03-21-2017. Updated on 03-24-2017 by Julian Chokkattu: Added hands-on images of the iPhone (RED).


You can now message businesses straight through Google Maps

Google has been updating Maps with a ton of new features over the past few months, and now it's back with another one -- the ability for users to message businesses directly through the Maps app.

Check out 30 of the best iPhone games you need to be playing

The iPhone has some of our favorite games available for any mobile platform. Here are the best iPhone games for every big-name genre, whether you're into puzzles, strategy, or something else entirely.

The best iPhone XR cases to keep your phone shiny and new

Apple's new iPhone range is the toast of 2018, with beautiful style and more power than you can shake a stick at. But beauty can often be fragile -- keep the damage to a minimum with the best iPhone XR cases.

These 100 best iPhone apps will turn your phone into a jack-of-all-trades

The iPhone is the most popular smartphone in the world, and we want to bring out the best in yours. Behold our comprehensive list of the best iPhone apps, from time-saving productivity tools to fun apps you won’t be able to put down.

The best iPhone deals for November 2018

Apple devices can get expensive, but if you just can't live without iOS, don't despair: We've curated an up-to-date list of all of the absolute best iPhone deals available for November 2018.

No cash. No talking. What goes next? Welcome to your ‘app-tive’ digital life

Bank of America's 2018 Trends in Consumer Mobility Report found mobility has changed our lives. Mobile tech influences how most of us communicate, meet people, build relationships, and handle money as we move toward a cashless society.

The Motiv smart ring is coming to 20 more countries and physical stores

Remember Motiv's activity tracking smart ring? It's back with a raft of new features that adds biometric identification and token authentication, all on a device that fits on your finger.

Everything you need to know about Garmin’s GPS watches and trackers

Garmin jumped into the GPS smartwatch and fitness tracker market five years ago and has built a portfolio of devices that rivals competitor Fitbit. Here's your guide to the latest and greatest fitness devices that Garmin has to offer.

Sharp doubles down on the notch trend with Aquos R2 Compact

As if one notch wasn't enough, Japanese manufacturer Sharp unveiled a new smartphone that has two -- one teardrop style notch at the top, and a bigger notch at the bottom. Here's what the world's first dual-notch smartphone looks like.

Verizon has made its first 5G video call … with a phone that’s already out

Verizon has announced that it has successfully made its first video call, using a smartphone that's already available: The Motorola Moto Z3. To make the call, Verizon used the 5G Moto Mod.

Samsung patents show what Infinity-O display could look like on Galaxy S10

While we still may be months away from an announcement, there's no doubt about it: Samsung is working hard on its successor to the Galaxy S9. Here's everything we know about the upcoming Samsung Galaxy S10.
Home Theater

Google Chromecast and Chromecast Ultra: Everything you need to know

Google's Chromecast plugs into your TV's HDMI port, allowing you to stream content from your tablet, laptop, or smartphone directly to your TV. Here's what you need to know about all iterations, including the 4K-ready Chromecast Ultra.

The best protective iPhone cases to defend against dirt, dings, and drops

If you’re going off-road or work outdoors, it could be a good idea to invest in a tough case. These are our picks of the best protective iPhone cases for all iterations of the iPhone, from the iPhone XS to the 7.
Social Media

Build a wish list and shop videos with Instagram’s latest shopping update

Eyeing a product on Instagram? Now there are more ways to shop from the social network. Instagram just rolled out options to save products in a collection as users can also now shop from videos.