Apple Discontinues (Product)RED Devices

Apple has announced a significant change to its product lineup, revealing that it will no longer offer any devices under the (Product)RED initiative. This decision marks the end of a long-standing collaboration aimed at supporting global health initiatives, particularly in the fight against AIDS.

The (Product)RED program, established in 2006 by U2 frontman Bono, has historically allowed consumers to purchase products where a portion of the proceeds is donated to the Global Fund. These funds have been instrumental in supporting programs that combat HIV/AIDS, malaria, and tuberculosis, especially in developing nations.

With the recent launch of the iPhone 16e, Apple has ceased the production of new (Product)RED hardware, including popular items such as the iPhone and Apple Watch. The initiative has been a key aspect of Apple's marketing strategy, appealing to socially conscious consumers who want to contribute to charitable causes through their purchases.

Although Apple has ended the production of devices in the (Product)RED color, it will continue to sell red accessories for older models, including cases for the iPhone 12, 13, 14, and SE 4. However, the availability of these products is limited, as they pertain to models that have been discontinued. Limited stock of other (Product)RED items, such as the Apple Watch Series 9, may still be available through select resellers.

The future of (Product)RED products within Apple's ecosystem remains uncertain, particularly regarding the potential for new color releases or additional products under the initiative. Furthermore, Apple's audio subsidiary, Beats, has also refrained from offering products under the (Product)RED banner, although red variants of certain devices are available without any charitable contributions associated with them.

This change comes despite the fact that (Product)RED products have historically been among the best-selling items for Apple, attracting consumers with their distinctive color and the added benefit of supporting a good cause. The iPhone 16e is now available only in basic colors: black and white, which may disappoint fans of the vibrant (Product)RED line.

Apple has previously reported that it has contributed over $250 million to the (Product)RED) initiative since its inception, with all funds directed toward HIV programs. These contributions have facilitated HIV testing for over 207 million individuals and provided preventive measures for 43 million young people, as well as treatment for 5.6 million HIV-positive mothers to prevent transmission to their children.

Despite the discontinuation of new (Product)RED devices, Apple continues to promote its former offerings on its website, even as the availability of these products dwindles. The lack of new entries into the (Product)RED lineup raises questions about the future of Apple's involvement in philanthropic efforts through its product lines.