14 DAY TRIAL // (PRODUCT)RED goods sold by Apple over the years have amassed a total of 70 million Dollars, or just over 50 million Euros, according to red.org. Apple gives a portion of every (RED) sale to the Global Fund to fight AIDS in Africa.
Apple’s (RED) site says “every day 700 babies are born with HIV. (RED) works with companies like Apple to fight for an AIDS‑free generation by creating (PRODUCT)RED merchandise. A percentage of gross profits from the sale of those products goes to the Global Fund to help fund AIDS programs in Africa.”
“Since its introduction, (PRODUCT)RED has generated more than $215 million for the Global Fund — more than $70 million from Apple alone. You can help make an impact by purchasing a (PRODUCT)RED iPod or (PRODUCT)RED accessories for iPhone and iPad,” the company adds.
The figure is corroborated by red.org itself which noted in a tweet yesterday that “Apple's total for @RED reaches $70 MILLION. 100% goes to fight #AIDS. Thank you all for buying (APPLE)RED.”
Few Apple products are actually part of the (RED) campaign. Macs and iPads aren’t part of the initiative, probably because nobody wants to flash around a big red laptop or a red iPad Air that can be seen from a mile away when pulled out of a bag. A red iPhone also doesn’t seem to work for many people.
However, the iPod touch and the iPod nano do come in red-anodized enclosures. Accessories, like Smart Covers, bumpers, cases, etc., are also available with (RED) branding.
The (PRODUCT)RED brand is licensed to other partner companies, such as Nike, American Express, Starbucks, Converse, Head, Bugaboo, Penguin Classics, GAP, Armani, Hallmark, SAP and Beats Electronics (Beats by Dr. Dre).
Founded in 2006 by U2 frontman Bono and Bobby Shriver of the ONE/DATA, the concept sought to convince the private sector to use its influence and financial power to raise awareness about HIV/AIDS in Africa.
(PRODUCT)RED has also been criticized for allegedly not having an effect proportional to its advertising investment. For example, data released by Advertising Age in 2007 claimed that retail participants in Product Red (including Motorola and Apple) had invested $100 million (€73 million) in advertising and only managed to raise $18 million (€13 million) for The Global Fund. However, in July 2010, (RED) claimed to have raised over $150 million (€110 million).