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Finance & Innovation

There's a Really Good Reason That Apple's New iPhone Is Bright Red

Apple Hub/Twitter

On Tuesday, Apple introduced its latest and greatest color option for the iPhone 7: red. The trendsetting, multinational tech company is turning its attention to AIDS prevention and research, with some of its proceeds going to the organization (RED).

As a partner of (RED)’s for over a decade, this is not the first time Apple has contributed to helping create an AIDS-free generation.

Last November, Apple kicked off World AIDS Day by turning the entire App Store red, and introducing several new products and limited-edition items for games in order to raise awareness around the deadly virus.

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In a statement on Tuesday, Apple said it has already raised $130 million for (RED) through this program.

“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," Apple CEO Tim Cook said.

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The ruby red matte finish contrasts with the other colors Apple has offered in the past, but the phone otherwise doesn’t differ from current iPhone 7 models. It goes on sale on Friday, March 24 in 128GB and 256GB models starting at $749.