While everyone’s attention was drawn to the iPhone X and the yearly upgrades iPhone 8 and iPhone 8 Plus last Tuesday, Apple quietly discontinued the sale of the (Product)Red iPhone 7. The move shouldn’t come as a surprise to consumers though, since the handset was only introduced as a limited edition model. 

On Wednesday, Apple Insider noticed that Apple has apparently discontinued the red iPhone 7 without announcing or saying anything about it during the packed keynote event at the Steve Jobs Theater. However, this is evidently felt when one visits Apple’s digital storefront. Unlike before, the storefront no longer lists the (Product)Red iPhone 7 as a device that’s available for purchase. 

Since the (Product)Red iPhone 7 is no longer available, consumers now only have five color options left for the iPhone 7, namely: Jet Black, Black, Rose Gold, Gold and Silver. Of course, consumers can still buy the special edition iPhone 7, but they will need to look elsewhere since Apple is no longer selling it through its online store. 

Apple launched the (Product)Red iPhone 7 in March as a result of its 10-year relationship with (Red). The handset was released as a means for Apple to show its support for HIV/AIDS programs. Such programs were said to have been designed to provide testing, counseling and medicine that hamper the placental transmission of HIV from the mother to the unborn child.

The (Product)Red iPhone 7 is no different from the regular iPhone 7. The only main difference between the two is the inclusion of a red anodized aluminum back chassis for the special edition model. The red variant, which was sold for $749, launched with two storage options: 128GB and 256GB. There’s also a red variant for the 5.5-inch iPhone 7 Plus, but that one was sold for $869. 

Proceeds from the sale of the (Product)Red iPhone 7 all went to the Global Fund that was then used for research on the prevention of HIV/AIDS in Africa. Though Apple has officially discontinued the limited edition red iPhones, it will still continue to sell all the (Product)Red accessories it introduced shortly after the handsets. In fact, Apple has added new products to its (Product)Red lineup including the new 38mm and 42mm Ruby (Product)Red Apple Watch Classic Buckle bands, the (Product)Red Leather Sleeve for the iPad Pro and the (Product)Red Apple Pencil Case, as per MacRumors

Interestingly, Apple could also be introducing red variants for the iPhone X, iPhone 8 and iPhone 8 Plus. TechRadar has stumbled upon a clip showing what appears to be a red color iPhone 8 dummy. The red shade on the unit is said to be very similar to the one on the iPhone 7 and iPhone 7 Plus. Much like the previous (Product)Red iPhones, the 2017 lineup will also come with white bezels around the edges of the display, There are also rumors claiming the next-generation iPhones are getting black and white color options soon. 

In addition to the new iPhones, Apple also recently took the wraps off of its Apple Watch Series 3 smartwatch, the fifth-generation Apple TV and the slightly upgraded AirPods. 

Red iPhone 7 Apple has discontinued the (Product)Red iPhone 7. Photo: Reuters/Stringer