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 can be launched with iOS 10.three, which is anticipated to launch quickly.
One tech analyst instructed Apple was more and more attempting to affiliate its merchandise with moral beliefs.
All the cash raised by Purple – a enterprise initially based by U2 musician Bono and activist Bobby Shriver – goes to International Fund HIV/Aids grants.
Amongst different issues, these grants present testing and therapy for sufferers with the goal 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 power for “social good”, instructed tech analyst James Moar, at Juniper Analysis.
“It’s a means of them type of beefing up that facet of their enterprise,” he advised the BBC.
Apple additionally unveiled a brand new video app with playful options, comparable to stickers and filters, not in contrast to these made in style by Snapchat.
“Enjoyable results together with comedian ebook filters, speech bubbles, shapes and full-screen animated posters assist carry out the character in movies made with Clips,” Apple said.
“It’s just 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 screen and an improved processor. Fashions within the UK will begin at £339, for a 32GB wi-fi solely model.