Since 2006, Apple has worked closely with the (RED) brand to support the global fund in its fight against AIDS, tuberculosis and malaria in Africa. If this emblematic initiative has long been symbolized by Apple products displaying a magnificent red tint, we are now seeing a clear decline in this colorful variation in the apple brand’s catalog.
A (PRODUCT)RED range in decline
The observation is clear: Apple’s (PRODUCT)RED collection is shrinking considerably. Today, only the iPhone SE 3 represents this line among the latest generation products, and its future seems compromised since it should be removed from the catalog next March. The iPhone 15 and 16 were not entitled to their red version, unlike their predecessors. Even the Apple Watch Series 10 skips this option, while the Series 9 still offered an aluminum (PRODUCT)RED version, now discontinued with its matching sports bracelet.
As for Beats accessories, the brand now favors names like “Statement Red” or “Transparent Red”, thus moving away from the historical (PRODUCT)RED identity. This development raises questions about the future of this emblematic partnership, even if it is still too early to speak of a definitive abandonment.
A financial commitment that remains solid
Despite this visible reduction in product offering, Apple firmly maintains its support for the Global Fund. The company is also launching a new donation campaign via Apple Pay from November 29 to December 8. For each purchase made with Apple Pay on its website, in the Apple Store application or in a physical Apple Store, the firm commits to donating $5 to the Global Fund, with a cap set at $3 million this year.
The results of this long-term partnership are impressive: in 17 years of collaboration, Apple has managed to raise more than $250 million to finance essential treatments. These funds have notably enabled the distribution of more than 197 million HIV tests in sub-Saharan Africa. A considerable impact which demonstrates that, despite the reduction in red products in its range, Apple remains a major player in the fight against these diseases thanks to equally effective alternative initiatives.
This development perhaps reflects Apple’s desire to diversify its support methods, favoring direct actions such as donations via Apple Pay rather than the marketing of specific products. An approach which, although it modifies the visibility of the commitment, does not diminish its concrete impact on the ground.
