14 DAY TRIAL // As every year goes, Apple has announced the latest initiative involving raising money to fight AIDS in Africa. This year, Apple is working hand in hand with developers to sell (RED)-themed apps and games with exclusive content supporting the initiative.
For World AIDS Day 2014, Apple and high-profile developers are offering a special selection of apps over the next two weeks. These titles can be found in a (RED)-themed section of the App Store called “Apps for (RED).”
25 apps, all supporters of (RED)
A total of 25 apps are offered with exclusive new content. Buyers will be automatically handing the purchase money to the Global Fund to fight AIDS.
According to Apple’s media release, the company will further donate a portion of Black Friday sales, as well as a portion of sales from December 1, “on two of the biggest shopping days of the year.”
Tim Cook, Apple’s CEO, said “Apple is a proud supporter of (RED) because we believe the gift of life is the most important gift anyone can give. 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.”
Generating donations
Apple plans to generate donations for (RED) in several ways, one of which includes a partnership with the aforementioned 25 developers to feature 25 fan-favorite apps with new content.
Not only new apps generate proceeds for the Global Fund. The same rules apply to exclusive in-app purchases, according to Apple's press release.
The announcement even includes details on the exclusive content added to each participating app (more on that later today).
Another way Apple plans to raise money for the Global Fund to fight AIDS is to offers customers in the US the chance to obtain a special edition (RED) iTunes gift card when they buy select Apple products.
Apple will donate an unspecified percentage to the Global Fund, for each gift card distributed. The cards are most likely offered for PRODUCT (RED) items like iPods.
Finally, on World AIDS Day (Monday, December 1), Apple plans to shift the accumulated donations over to the Global Fund to fight AIDS. More on Apple's (RED) initiative in the hours to follow.
