Apple has launched a pink model of its iPhone 7 and seven Plus in addition to a brand new video app for iOS.
The pink iPhone celebrates Apple’s 10-year partnership with Red, an organisation that goals to fight Aids.
A video app for iOS, referred to as Clips, has additionally been revealed and will likely be launched with iOS 10.three, which is anticipated to launch quickly.
One tech analyst recommended Apple was more and more attempting to affiliate its merchandise with moral beliefs.
The entire cash raised by Purple – a enterprise initially based by U2 musician Bono and activist Bobby Shriver – goes to World Fund HIV/Aids grants.
Amongst different issues, these grants present testing and remedy for sufferers with the purpose of wiping out transmission of HIV.
Some income from gross sales of the telephones will go in the direction of Purple.
Apple was more and more branding itself as a pressure for “social good”, recommended tech analyst James Moar, at Juniper Analysis.
“It’s a method of them form of beefing up that aspect of their enterprise,” he advised the BBC.
Apple additionally unveiled a brand new video app with playful options, corresponding to stickers and filters, not in contrast to these made standard by Snapchat.
“Enjoyable results together with comedian guide filters, speech bubbles, shapes and full-screen animated posters assist deliver out the persona in movies made with Clips,” Apple said.
“It’s much like what Snapchat has tried to do with its spectacles [that have a built-in camera] – it’s saying, ‘Be again within the second’,” stated Mr Moar.
“However I do not see it doing a lot past retaining present customers.”
Apple additionally introduced a brand new iPad with a 9.7in (25 cm) display and an improved processor. Fashions within the UK will begin at £339, for a 32GB wi-fi solely model.