Apple launches RED iPhone 7 to help fight AIDS, and also releases new video app Clips

Apart from a new $329 iPad, Apple on Tuesday announced the launch of the iPhone 7 and iPhone 7 Plus (PRODUCT)RED Special Edition, which features a red aluminium finish, in recognition of more than 10 years of partnership with (RED), which funds programmes that help prevent the transmission of HIV from mothers to their unborn babies.

With this initiative, Apple aims to give customers a way to contribute to the Global Fund and bring the world one step closer to an AIDS-free generation. Speaking about similar initiatives in the past with previous Apple products, Tim Cook, Apple’s CEO, said,

Since we began working with (RED) 10 years ago, our customers have made a significant impact in fighting the spread of AIDS through the purchase of our products, from the original iPod nano (PRODUCT)RED Special Edition all the way to today’s lineup of Beats products and accessories for iPhone, iPad, and Apple Watch.

(RED)’s work provides access to life-saving HIV/AIDS programmes in sub-Saharan Africa, which is home to more than two-thirds of the world’s HIV-positive population. One hundred percent of all money raised by (RED) goes directly to Global Fund HIV/AIDS grants that provide testing, counselling, treatment, and prevention programmes, with a specific focus on eliminating transmission of the virus from moms to their babies. Since it was founded in 2006, (RED) has generated more than $465 million for the Global Fund. Deborah Dugan, (RED)’s CEO, said,

Apple is the world’s largest corporate donor to the Global Fund, contributing more than $130 million as part of its partnership with (RED).

Pricing and availability

The iPhone 7 and iPhone 7 Plus (PRODUCT)RED will be available in 128GB and 256GB models, starting at $749 on Apple's website, Apple Stores, and from Apple Authorised Resellers and select carriers. The special edition (PRODUCT)RED iPhone joins iPhone 7 finishes in jet black, black, silver, gold, and rose gold.

Both special edition models are available worldwide beginning Friday, March 24, 2017, and will start shipping to customers by the end of March in the US and more than 40 countries and regions, including Australia and Belgium. Brazil, Chile, Colombia, India, Turkey, and other countries will follow in April.

Apple's new video app- Clips

Apple also introduced Clips, a new app to create videos on iPhone and iPad. The app features a design for combining video clips, photos, and music into videos that one can share with friends through the Messages app, or on Instagram, Facebook, and other popular social networks.

Clips also introduces Live Titles, a feature that lets users create animated captions and titles using their voice. Captions are generated automatically as a user speaks, and appear on screen perfectly synced with the user’s voice. Users can mix and match different styles, and tap any title to adjust text and punctuation, or even add inline emoji. Live Titles supports 36 different languages.

Effects including comic book filters, speech bubbles, shapes, and full-screen animated posters help bring out the personality in videos made with Clips. Susan Prescott, Apple’s VP of Apps Product Marketing, said,

The effects, filters, and new Live Titles we’ve designed for Clips let anyone make great-looking, easily sharable videos with just a few taps.

Clips lets users create multi-clip videos on iPhone or iPad without timelines, tracks, or complicated editing tools. Users need to touch and hold a single button to shoot live video and photos, or add them from the Photo library. Then, they can add artistic filters, speech bubbles, shapes, or emoji. Users can also add full-screen posters with animated backgrounds and customisable text. Clips also has dozens of music soundtracks to choose from, which automatically adjust to match the length of a video.

When sharing with friends in Messages, Clips can suggest who to share with based on the people who appear in the video, and the people a user shares with most often. Apple notes that Clips will be available on the App Store for free beginning in April, and will be compatible with devices running iOS 10.3, such as iPhone 5s and later, the new 9.7-inch iPad, all iPad Air and iPad Pro models, iPad mini 2 and later, and iPod touch 6th generation. 

Quick shoot-and-share, video sharing apps seem to be gaining a lot traction. Instagram launched Instagram Stories in August 2016 to take on Snapchat Stories. Then, Facebook launched WhatsApp Status, Messenger Day, and Facebook Stories much more recently in 2017.