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Apple peels the green with 'Apps for Earth'

From now until April 24, proceeds from select apps downloaded through the electronic giant's App Store will go to the World Wide Fund for Nature to help conserve the planet.

The iPhone's App Store will be greener than usual until April 24.
Screenshot by Daniel Van Boom/CNET

If you use an iPhone or iPad, you may have noticed the Apple App Store is looking a little greener than usual.

Apple's fresh hue is due to "Apps for Earth," a partnership with the World Wide Fund for Nature (WWF) to raise money for environmental preservation. Toward that effort, Apple will donate revenue from sales of selected apps during the next 10 days to the WWF.

Among the 26 apps included in the program are Blizzard's Hearthstone, Line messenger, the popular VSCO photo editor and Angry Birds 2. As a bonus, consumers can expect to see special content in several apps that has been added specifically for the campaign. Free apps such as SimCity BuildIt are part of the program too, with a portion of the money made from in-app purchases going to the WWF.

Apple has in recent years made many strides to become a greener company, proclaiming last year, "We don't want to debate climate change. We want to stop it." The company says that 93 percent of the energy its facilities used in 2015 was renewable, and in October it introduced initiatives to reduce its environmental impact in China.

The WWF, meanwhile, has stressed the need for greater environmental conservation and preservation. According to the group, 48 football fields worth of forests are cut down per minute and less than 1 percent of the world's water is drinkable and accessible. But perhaps most disconcertingly, the organization estimates that the planet's population consumes 1.5 times what the Earth's natural resources can supply.