In an unexpected move, Apple has quietly discontinued its iconic (PRODUCT)RED devices. Once a symbol of both design and philanthropy, the absence of these striking red devices raises questions about Apple’s strategies and the future of its partnership with (RED).
A Storied Partnership
Since 2006, Apple has been a prolific partner of (RED), a brand committed to fighting AIDS, tuberculosis, and malaria through The Global Fund. With each (PRODUCT)RED purchase, consumers directly contributed to these global health causes, amassing significant funding over the years.
The Discontinuation Trend
The color red has gradually disappeared from Apple’s lineup with the discontinuation of the iPhone SE, iPhone 14, and iPhone 14 Plus, which were major devices offered in the charity-supporting hue. The newest iPhone 16e, along with other flagship models, lack the (PRODUCT)RED option entirely.
Changing Colors and Changing Times
Apple has shifted focus from the vivid, statement-making red to more muted tones. This shift might reflect a broader minimalist design philosophy and could also be influenced by manufacturing challenges presented by new materials. Additionally, Apple continues to offer special red editions under different branding, such as ‘Statement Red’ in its Beats line.
The Future of the (RED) Campaign
Although (PRODUCT)RED as a color option is being phased out, Apple maintains its commitment to the cause through alternative supports, such as donation drives integrated into Apple Pay. There remains a possibility for (PRODUCT)RED to be reintroduced into the product line-up selectively in future releases, but for now, its presence is significantly diminished.
Conclusion
Apple’s discontinuation of (PRODUCT)RED devices marks the end of an era—a move shaped by market dynamics and evolving brand aesthetics. While the stunning red may be absent from current models, the spirit of the collaboration continues through other forms of financial support. Consumers looking to express their support through (PRODUCT)RED will have to rely on legacy cases and limited editions.
