When Apple releases new iPhone models every year, the red-colored option is most likely your immediate choice if you love a bold shade to make a statement with. You probably noticed the stylized (PRODUCT)RED name when you shop for this color.

But what does (PRODUCT)RED mean? What’s so special and different about the red iPhone besides its striking color?

Let’s look at what (PRODUCT)RED is all about, a brief history of Apple’s (PRODUCT)RED line, the campaign’s overall impact, and criticism over the years.

What Is (PRODUCT)RED?

hands holding red iphone 11 on white desk with yellow, green, and purple iphone 11 in the corner

(PRODUCT)RED is a licensing brand that belongs to an organization named (RED). Based in New York, (RED) is founded by U2 vocalist Bono and Bobby Shriver.

(RED) is also a division of The ONE campaign, a movement that seeks to end poverty and preventable disease. Together with several other nonprofits, The ONE was was established by Bono and Shriver.

According to Bono, the color red was used because it’s the “color of emergency” and the organization’s purpose is to use consumerism to defend the vulnerable. Since 2006, (RED) has partnered with large multinationals to launch (RED)-branded products.

For Apple, the red-colored iPhone is the most well-known item from its (PRODUCT)RED line. Other partners also offer (RED)-branded items, like Amazon offering its Echo smart speaker in red. Jeep sells a series of merchandise that includes red-colored apparel, backpacks, and water bottles under the licensed brand.

Consumers help raise money whenever they purchase a (RED) product. The money is then donated to The Global Fund, a partnership between public and private sectors that aims to end three epidemics: AIDS, tuberculosis, and malaria.

(RED)’s contributions are mainly channeled to fight AIDS in sub-Saharan Africa. In recent years, the focus expanded to include the COVID pandemic.

Apple and (PRODUCT)RED

The first Apple (PRODUCT)RED was a special edition of the iPod nano. The device came out in 2006 and featured an exclusive red aluminum design.

red ipod nano on black fabric with nasa logo

More (PRODUCT)RED items eventually followed. These included a limited iTunes Gift Card, the iPod shuffle, the iPod touch, and Apple accessories such as cases, covers, and straps. Red also remained one of the staple colors for the iPod nano until it was discontinued after its 7th generation.

For Apple’s bestselling product, the signature color from the (RED) partnership was finally added to the iPhone with the iPhone 7 and 7 Plus in 2017. Similar to the iPod nano, Apple has continued with this tradition for every iPhone generation that has released since.

Related: What to Do With Your Old iPod

At the time of writing, the only excluded models were the iPhone SE (1st generation), iPhone X, iPhone XS, iPhone XS Max, and any Pro and Pro Max iPhone models.

For each iPhone release, the red color remains more or less the same—a deep, solid red. The exception so far is the iPhone 12 and 12 mini, which appeared to be a coral-colored red rather than the familiar red of the others.

If you’re looking to buy refurbished devices, it’s also worth noting that you may come across old iPhone models, such as the iPhone 5 or iPhone 6, that are red in color. In pictures, these look pretty much identical to the (PRODUCT)RED Apple offers. However, they are likely customized with skins to create the scarlet look. They are not official (RED)-branded products.

The Impact of Apple’s (PRODUCT)RED

red iphone 11 next to magazine photo of man wearing light blue button up shirt

According to an article from Apple’s Newsroom, the company has raised almost $270 million in donations for (RED) over the last 15 years.

The report stated that the money was used to fund testing, prevention, and counseling services for those who were affected by HIV and AIDS. Apple-supported grants enabled more than 192 million HIV tests and over 13 million individuals to access life-saving antiretroviral treatments.

Due to the spread of COVID in recent years, there were new difficulties in accessing diagnostics, care, and supplies. This inevitably affected existing projects on HIV and AIDS. During the start of the pandemic, Apple’s donations were redirected to the Global Fund’s COVID-19 Response.

Related: Best COVID Vaccine Apps for Proof of Vaccination

For example, financial resources were used to help fund programs in Ghana. Medical providers were then able to get bulk supplies and deliver them to high-risk communities several times a month, so these vulnerable groups were less exposed to viral infection.

Criticisms of (PRODUCT)RED

Although the impact of (PRODUCT)RED appears statistically impressive, one major criticism is about its lack of transparency. Each partner of (RED) negotiates its own charitable contributions. The (RED) label alone does not serve as an indicator as to how much of the product’s price is allocated for charity.

For instance, in the past, Apple used to state that for every (PRODUCT)RED iPod nano sold, $10 goes to The Global Fund. But Apple’s latest statement simply tells customers that “a portion of the proceeds” will be donated.

Another criticism of the (RED) campaign is that it’s a form of cause-related marketing. Hence, the “corporate generosity” displayed by businesses is rather self-serving. In the Stanford Social Innovation Review, Mark Rosenman wrote that the (PRODUCT)RED brand is merely another example of how large corporations utilize consumers’ desire to increase shareholder profit. Only this time it’s “cloaked in the patina of philanthropy.”

red iphone on red surface

(RED) has been further criticized for inducing an exaggerated feel-good factor to justify consumer greed. In the Journal of International Law and Politics, Sarah Dadush explained that the nature of (RED) relied on “glamour-infused compassionate consumption to alleviate suffering,” thus it obscures and continues to perpetuate the very injustice it seeks to eradicate. She added that (RED) focuses on the consumer being a “good-looking Samaritan,” rather than actually altruistic.

Is Apple’s (PRODUCT)RED Worth Buying?

While Apple proudly shares the impact and success of its (PRODUCT)RED items, it cannot be denied that the (RED) brand has also received some criticism.

Should you favor red iPhones or other red Apple devices because of the “do good” label they carry? It all goes back to your personal choice. Out of all the iPhone colors that Apple offers, if red is your favorite, by all means, go for it! If you don’t care what color phone you get, then you may as well choose this and know that at least some of the profits will go to a worthy cause.

However, you shouldn’t feel pressured to buy a (RED) product just because of its name. Don’t forget that you can still contribute to good causes by donating directly to nonprofits and your local grassroots in need of financial aid.