Founded in 2006 by Bono and Bobby Shriver to engage the private sector in raising both awareness and funds to help eliminate global diseases such as AIDS, (RED) has been a popular fundraising model that allows companies to offer unique products within their own brand that also help support the initiative. It would take a lot to get Jony Ive out of 1 Infinite Loop but it looks like (RED) and Leica have pulled it off and along with Marc Newson, the two have created a futuristic take on the Leica M that is expected to raise as much as $6 million USD. Let’s take a look.

Leica M for (RED)

Featuring a full-format CMOS sensor, high-performance processor and a Leica APO0 Summicron M 50mm f/2 ASPH lens, the limited edition (RED) camera is the perfect blend of Ive and Newson’s individual styles. While the heavy presence of immaculately-machined aluminum brings to mind many an Apple product, the overall form has a playful futuristic character that brings to mind plenty of Newson’s own products. The camera is the culmination of 2,149 hours of work by 55 engineers on almost 1,000 parts and 561 different design iterations.


Additionally, the pair also teamed up on some other products that will be auctioned off on November 23rd including a Steinway and Sons Parlor Piano, a 2012 Range Rover, and a one-of-a-kind pair of Apple EarPods in solid rose gold.

“It’s been a fantastic honor to curate this collection of objects with Marc for the auction at Sotheby’s. Each piece represents the value of thoughtful design. What we create for each other is not only a comment on our culture but of course in many ways defines it. (RED) is making a difference in the lives of millions of people and we’re humbled to make this contribution to such an important and worthy cause.”
-Jony Ive

All products will hit the Sotheby’s auction block on November 23rd along with other (RED) products. Let’s just hope the camera takes a dang good photograph.


Simon is a Brooklyn-based industrial designer and Managing Editor of EVD Media. When he finds the time to design, his focus is on helping startups develop branding and design solutions to realize their product design vision. In addition to his work at Nike and various other clients, he is the main reason anything gets done at EvD Media. He once wrestled an Alaskan alligator buzzard to the ground with his bare hands… to rescue Josh.