Apple has launched a campaign that will allow its customers to support World AIDS Day 2014 through donations derived from app purchases from its App Store.
During the two-week campaign, which begins Monday, Apple will offer 25 apps with exclusive new content for (RED) and donate the proceeds from their sales to the Global Fund to fight AIDS. Some of the apps participating in the campaign include Angry Birds, Garage Band, and FIFA 15, among many others.
"Apple is a proud supporter of (RED) because we believe the gift of life is the most important gift anyone can give," Apple CEO Tim Cook said in a statement. "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."
Additionally, a portion of the global sales made at the company's online and retail stores on November 28 (Black Friday) and December 1 (Cyber Monday) -- traditionally the two busiest shopping days -- will also be donated to the fund. On Black Friday, Apple customers in the US will receive a special edition iTunes gift card with the purchase of specific (RED) Apple products. Apple will donate an unspecified percentage of each qualifying sale to the Global Fund for each card distributed.
The campaign marks the first time Apple has marshaled its App Store developers in support of (RED). Apple's partnership with (RED), the charity founded by U2 frontman Bono to eradicate HIV/AIDS in Africa, began in 2006 with Apple donating $10 for every iPod Nano Red Special Edition it sold.
"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)," Bono said in a statement.