Apple fans were jolted out of bed this morning when the tech giant dropped a crimson-shade filter over the technology world with the unexpected announcement of iPhone, iPad, app and accessory releases.

Available in both 128GB and 256GB configurations, the special edition iPhone 7 (RED) is basically the same iPhone 7 but with a striking new red skin and an altruistic bent, with each purchase helping support HIV/AIDS prevention and research.

The iPhone 7 with a 4.7-inch display will retail from $1229, while the iPhone 7 Plus with a 5.5-inches of screen starts from $1419.

The iPad range has been consolidated, with an iPad Mini (4), a 9.7-inch iPad or iPad pro versions at 9.7- or 12.9-inches now on offer.

The mid-spec new model is similar in size to the original iPad air but carries a more accessible price point of $469 for 32GB, or $599 for 128GB.

The less-frills iPhone SE line is replacing the 16GB and 64GB with 32GB and 128GB options, while maintaining its starting price of $679.

Other announcements include new Apple Watch bands in various guises and brands, as well as iPhone 7 cases.

Breaking with their regular product announcement protocol, Apple quietly dropped the news on its website and spoke to only a handful of media outlets.

Orders will start being accepted at 2.01am AEDT on Saturday.