Apple wants you to see “red”, and hopefully buy one too.

The tech giant is releasing a new red phone hoping to capitalize on a vibrant color scheme that could appeal to its huge base of consumers.

The red phones are available in both iPhone 7 and iPhone 7 Plus models. They feature a crimson aluminum finish.

The phones come in 128GB and 256GB storage variations. Pricing is inline or perhaps a little higher than other iPhone versions.

The 128GB version sells for $749. The iPhone 7 Plus goes for $869. Those enrolled in the iPhone Upgrade Program will be able to land 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’s the world’s largest corporate donor to the Global Fund, contributing more than $130 million. The red phone is said to be a piece of this strategy. The company will donate some money to the charity for each phone sold.

Fans of Apple were recently surprised too with the announcement of a new iPad. It replaces the Air 2 already on the market. It has a 9.7 inch retina display Apple is known for. It comes with a 64-bit A9 chip and 10 hours of battery life.

The iPad has many features Apple fans like such as Fingerprint, TouchID security. It comes with the ability to download and utilize over one million apps specifically for the device.

Also included is an 8-megapixel camera to shoot detailed images or 1080 HD video. Editing can be done them right on the iPad with Photos, iMovie, or an app from the App Store.

Pricing for the new iPad begins at $329 for a 32GB model. It can go up to a $559 for a model which has 128GB with cellular capability.

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

Also of note is a new app called Clips. It is a free app and helps users combine video clips, photos and music to be shared through messages and social media. Clips will be available soon on iOS 10.3, with “artistic filters” 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 elements that are popular in Instagram, Snapchat, Vine, Google Photos and others.

The newer devices, and lower priced iPad, are indications that Apple is redefining some products and the pricing structure. This new strategy takes direct aim at many lower priced competitors. The end result could leave much of the competition not only seeing red, but a lot more.