Apple has just announced the (RED) promotion on the App Store to mark World AIDS day 2014. For the promotion, 25 popular apps will turn (RED) for the next two weeks, and will offer exclusive new content where all the proceeds will go directly to (RED)’s Global Fund to fight AIDS. The apps have also been updated with a special red icon.
Apple has also announced that it will donate portion of sales at Apple’s retail and online stores Friday, November 28 and Monday, December 1, two of the biggest shopping days of the year to (RED)’s Global Fund.
From Apple’s press release:
“Apple is a proud supporter of (RED) because we believe the gift of life is the most important gift anyone can give,” said Tim Cook, Apple’s CEO. “For eight years, our customers have been helping fight AIDS in Africa by funding life-saving treatments which are having a profoundly positive impact. This year we are launching our biggest fundraising push yet with the participation of Apple’s retail and online stores, and some of the brightest minds in the App Store are lending their talents to the effort as well.”
Donations for (RED) will be generated in the following ways:
- From Monday, November 24 through Sunday, December 7, the App Store’s Apps for (RED) campaign will feature 25 fan-favorite apps with exclusive new content. Every time a customer purchases a participating (PRODUCT)RED app or an exclusive In-App Purchase, all proceeds will go to the Global Fund.
- On Friday, November 28, Apple customers in the US will receive a special edition (RED) iTunes® gift card with the purchase of select Apple products. For each gift card distributed, Apple will also donate a percentage to the Global Fund.
- On Monday, December 1— World AIDS Day—Apple will donate a portion of every sale at Apple’s retail and online stores to the Global Fund to fight AIDS.
(PRODUCT)RED brand was founded by U2’s Bono and ONE/DATA’s Bobby Shiver to engage companies like Apple to raise awareness and funds to help eliminate AIDS in Africa. Apple has been supporting this cause for quite sometime. Apple has released special edition iPod Nano and the iPod Shuffle with a Product Red theme, a Red $25 iTunes Gift Card and accessories for the iPhone and iPad.
Bono had this to say about Apple’s latest initiative to support (RED):
Apple isn’t just in the fight to end AIDS. They are setting a new bar for business, giving $75 million and counting to the Global Fund as part of their partnership with (RED). I couldn’t be prouder to work with them.
You can head over to Apple’s website to find out the details about the exclusive new content that is being offered by App developers participating in the (RED) promotion. Check out the special section launched for (RED) in the App Store (iTunes link).