Upcoming (RED) Auction Gets Teaser Trailer Starring Apple's Jony Ive
by Joe White
November 12, 2013
Scheduled for Nov. 23 at Sotheby’s, there isn't long left until the (RED) auction featuring products co-designed by Apple's Jony Ive is set to begin. Now, a teaser trailer for the auction, which will benefit The Global Fund to Fight AIDS, Tuberculosis, and Malaria, has surfaced online.
Featuring Ive, co-designer Marc Newson, and - of course - Bono, the (RED) promotional video shows off the products set to be auctioned on Nov. 23, it discusses the design process undertaken by Ive and Newson, and most importantly, it explains how the proceeds are going to be used.
Products featuring in the (RED) auction include 18K rose gold EarPods, a Leica camera, and a red Mac Pro. There are countless items that Ive, Apple's senior vice president of Design, and Newson have designed specially for the event, and it's hoped that the one-off products will encourage individuals present to donate a significant amount to The Global Fund.
How significant? Well, that Mac Pro, for example, is expected to fetch between $40,000 and $60,000.
http://www.youtube.com/watch?v=OF1ZzrKpnjg
If you can't see the above video, please click this link.
Of course, Apple has long been selling (RED) products in Apple Retail Stores and in the Apple Online Store, and so far the Cupertino, Calif. company has generated more than $65 million in funds for The Global Fund. Besides (RED) iPods, Apple also has (RED) Smart Covers and Smart Cases available to purchase. See also: Apple Support Website Updated: Now Allows Users To Initiate Screen Sharing , Unbound For Dropbox Gets Updated With New Features On iOS, Launches On Mac, and AppAdvice International: Market Share In Japan, Retail Stores And More.