With the numerous options to support charities available, certain retailers aim to make supporting a charity easier by automatically donating a portion of each purchase. This formula seems to be the one Apple has adopted as they reveal their latest product implements this scheme. Apple’s flagship smartphone, the iPhone 7 and iPhone 7 Plus, aims to receive a special edition finish illustrating their partnership with the charity (RED). The iPhone 7 and iPhone 7 Plus receives a red aluminium coating for the special edition model which marks a 10-year partnership between Apple and the charity (RED). (RED) is an international HIV/AIDS charity, which has a mission to establish an AIDS-free generation through supporting research into life-saving treatment. According to (RED)’s website, the charity has “raised $465 Million with the help of [their] partners over the past decade”. The charity’s goal to deliver an AIDS free generation have seen reductions in the number of babies born with HIV. Since 2015, the number of babies born with HIV each day has been reduced from 1,200 to 400, with this number continuously being reducing.
Through partnering with governments, health organisations and companies, (RED) has been able to secure funding and support for their cause. For each (RED) product purchased, (RED) partners share a portion of their profits towards fighting AIDS. Funds from (RED) are given to The Global Fund, a 21st Century organisation designed to accelerate the end of AIDS, tuberculosis, and malaria. The Global Fund invests nearly $4 billion a year in supporting programs run by local experts across more than 140 countries. Each purchase shoppers make may donate up to 50% of profits from sales towards The Global Fund. Through adopting this scheme, companies may present customers with a new way to contribute to an international charity. Apple’s website states they are the world’s largest corporate donor to the Global Fund, contributing more than $130 million as part of their partnership with (RED).
According to Apple, the iPhone 7 and iPhone 7 Plus is the company’s most advanced iPhone to date, featuring a sophisticated dual wide-angle 12MP camera with optical image stabilisation. In addition to the improved camera, the iPhone 7 and iPhone 7 Plus display supports 3D touch and is 25% brighter than previous models. Underneath the hood, the iPhone 7 hosts the A10 fusion chip which facilitates double the speed of the iPhone 6 and increased battery life. Along with its vast feature set, Apple has introduced their unique brand of earphones, the cord-free in-ear AirPods. This latest iPhone model also aims to make use of Apple’s latest operating system, iOS 10, and Siri with a host of updated and redesigned applications. With is rich feature set and advanced specification, Apple aims to make the iPhone 7 and iPhone 7 Plus an all-in-one smartphone for the modern consumer.
The iPhone 7 and iPhone 7 Plus Special edition aim to be available in both 128GB and 256GB models. The iPhone 7 joins a host of (RED) products, which include the Beats Solo 3 Wireless On-Ear Headphones, Beats Pill+ Portable Speaker. Extending the line of (RED) supported products is a range of accessories for the iPhone, iPad and the Apple Watch. However, Apple is among numerous companies who share a partnership with (RED), increasing the method consumer may contribute to a charity. With a portion of each purchase automatically given to the selected charity, Apple aims to make their flagship iPhone 7 the latest to join participant in the fight against HIV and AIDS.
Apple aims to retail the iPhone 7 (4.7) for £699 and iPhone 7 Plus (5.5) for £819.
How might this partnership between Apple and (RED) help the charity reach its goals?