Apple launches red iPhone 8 to keep line fresh mid-cycle

Apple announced new versions of the iPhone 8 and iPhone 8 Plus in red, keeping its entry-level iPhones fresh after being overshadowed for months by the iPhone X.

The new colour scheme is part of the “Product (Red)” initiative, a programme that gives a percentage of sales to the Global Fund to fight HIV/Aids. Apple didn’t announce a red version of the iPhone X, which remains available in either grey or white.

It is the second year in a row that Apple has rolled out a red version of its latest iPhone. Last March, Apple launched a red iPhone 7 and iPhone 7 Plus and discontinued those models about six months later when the initial iPhone 8 line launched. The red iPhone 8 models cost the same as the gold, grey, and silver versions, at US$699 for the smaller model and US$799 for the Plus. The new colour is available for pre-ordering on Tuesday, including in mainland China, and is available in stores from April 13.

The back of the phone is red, and the front is black. Last year’s model had a white front, which was derided by some who sought the red and black combination.

The company also introduced a red version of its leather folio case for the iPhone X.

The new model comes as Apple works on a larger, 6.5-inch iPhone, an update to the iPhone X, and a new low-cost model for the fall, Bloomberg News has reported.