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Apple wants you to see “red” and hopefully you buy one too.

The tech giant is launching a new red phone in hopes of capitalizing on a vibrant color scheme that could appeal to its huge consumer base.

The red phones are available on the iPhone 7 and iPhone 7 Plus models. They feature a crimson aluminum finish.

The phones come in 128GB and 256GB storage variations. The price is online or maybe a bit higher than other iPhone versions.

The 128GB version retails for $ 749. The iPhone 7 Plus costs $ 869. Those enrolled in the iPhone Upgrade Program will be able to get one for $ 37 per month.

Apple has had a decade-long (RED) campaign, contributing to the Global Fund to Fight AIDS. Apple said it is the world’s largest corporate donor to the Global Fund, contributing more than $ 130 million. The red phone is said to be part of this strategy. The company will donate some money to the charity for each phone sold.

Apple fans were also recently surprised with the announcement of a new iPad. It replaces the Air 2 that is already on the market. It has a 9.7-inch retina display that Apple is known for. It comes with a 64-bit A9 chip and 10 hours of battery life.

The iPad has many features that Apple fans like, such as Fingerprint, TouchID Security. It comes with the ability to download and use more than a million applications specifically for the device.

An 8-megapixel camera is also included for taking detailed images or 1080 HD videos. You can edit them directly on the iPad with Photos, iMovie, or an app from the App Store.

Pricing for the new iPad starts at $ 329 for a 32GB model. It can go up to $ 559 for a model that has 128GB with cellular capacity.

On a smaller scale, the iPhone SE is getting a storage boost. Apple is phasing out the 16GB and 64GB models, but doubling its storage capacities to 32GB and 128GB. The 4-inch screen phone is getting a bit more powerful, while the price remains the same at around $ 399.

Also of note is a new application called Clips. It is a free application and helps users to combine video clips, photos and music to share through messages and social networks. The clips will be available soon in iOS 10.3, with “art filter” shapes and emojis.

According to Apple, Clips will automatically recognize people in a video and suggest them as recipients of messages. The app then pulls items that are popular on Instagram, Snapchat, Vine, Google Photos, and others.

Newer devices and the lower-priced iPad are signs that Apple is redefining some products and the pricing structure. This new strategy targets many lower priced competitors directly. The end result could leave much of the competition not only in the red, but much more.

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