Apple launched a new colour variation a few years back — you might recall when its bright red smartphones first hit the market. Called Product [RED], the aim of the shade was to donate funds towards HIV/Aids research being done by the Global Fund nonprofit. Priorities have shifted a little now.
A more immediate threat
While the fight against HIV/Aids is still an important one, there’s something a little more pressing in the vicinity. You might be familiar with it, it’s the reason you’re reading this page at home and not from your office.
Apple’s Product [RED] page, which normally features the product range’s original mission, has been updated to read: “Now through September 30, Apple is partnering with (RED) to redirect 100% of eligible proceeds from (PRODUCT)RED purchases to the Global Fund’s COVID‑19 Response.”
The mission redirection involves all the company’s Product [RED] devices, including the red version of the newly-announced Apple iPhone SE. This isn’t the first step the smartphone maker has taken in helping to mitigate the threat posed by COVID-19, either. It’s teamed up with Google to track the spread of the virus — a little something called contact tracing. Check out the original article on that oddball team-up, it’s worth reading on its own.