Apple showcases, in a new ad, the (PRODUCT)RED Special Edition iPhone 8 and iPhone 8 Plus, which feature a sleek glass enclosure, with a matching aluminum band and a sleek black front. Serving as the soundtrack is Sofi Tukker’s 2018 single “That’s It (I’m Crazy)”, released earlier this month, on April 3. This is not the first song by the New York-based duo Sofi used by the tech giant in its advertisements. “Best Friend” was used in an iPhone X TV Commercial that debuted this past fall, and this helped the band gain even more exposure. Apple has accelerated the careers of other musicians, whose songs served as soundtrack for its commercials. Yael Naim, whose song “New Soul” was featured in the ad for the original MacBook Air, is another example in this regard.
Apple’s Vice President of Product Marketing Greg Joswiak said this special edition (PRODUCT)RED iPhone “also offers customers the opportunity to make an impact in fighting the spread of HIV and AIDS”.
The special edition (PRODUCT)RED iPhone will be available in 64GB and 256GB models, to order online in select countries and regions beginning Tuesday, April 10, and in stores beginning April 13. Apple retail price is set at $699.
On Tuesday will also be available a new (PRODUCT)RED iPhone X Leather Folio, made from specially tanned and finished European leather and priced at $99, which joins other (PRODUCT)RED devices and accessories, including Beats Solo3 Wireless On-Ear Headphones, Beats Pill+ Portable Speaker and accessories for iPhone, iPad and Apple Watch.
Apple, that is Global Fund’s largest corporate donor, with donations surpassing $160 million since 2006, will donate a portion of proceeds for all (PRODUCT)RED purchases to Global Fund HIV/AIDS grants that provide testing, counseling, treatment and prevention programs, with a specific focus on eliminating transmission of the virus from mothers to their babies.