Apple wants you to see “red” and hopefully 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 in 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 in line with or perhaps a bit higher than other iPhone versions.

The 128GB version sells 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, which contributes 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. It is said that the red telephone is part of this strategy. The company will donate some money to the charity for every phone sold.

Apple fans were also surprised recently by 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.

iPad has many features for Apple fans like fingerprint, TouchID security. It comes with the ability to download and use over a million apps specifically for the device.

An 8-megapixel camera is also included for capturing detailed images or 1080 HD video. Editing can be done directly on 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 as high as $559 for a model that has 128GB with cellular capability.

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

Also worth noting is a new app called Clips. It is a free application and it helps users to combine video clips, photos and music to share via messages and social networks. 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 in items that are popular on Instagram, Snapchat, Vine, Google Photos, and others.

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