Apple Inc. (NASDAQ:AAPL) just launched a two-week (RED) campaign just in time for the holiday season. This year’s campaign involves its retail stores, online store, and app store.
The (RED) charity was initially launched by singer Bono back in 2006 when he made it his top mission to stop HIV and AIDS. He would turn the campaign’s proceeds to The Global Fund to provide antiretroviral treatment to AIDS sufferers in Africa. The tech giant’s senior vice president Eddy Cue offered, “We’ve been involved with (RED) from the beginning and have raised $75 million, but we were convinced there was an opportunity to get people to rediscover this cause. This time, it was about getting developers deeply involved. It couldn’t just be veneer.”
Apple puts a focus towards charity
This move is one of the latest moves made by Apple to prove the company is more than just the brand behind iPhone. Apple is trying to prove itself as a company that has philanthropic goals. Six months ago, Apple approached it’s top 25 app sellers and got them to customize products with (RED) tweak. Examples of this include Zynga Inc (NASDAQ:ZNGA)’s CSR Racing game which allows fans to purchase a (RED) Mercedes-Benz AMG GT. Electronic Arts will also enable FIFA 15 players to compete in a (RED) tournament.
Apple’s campaign to last two weeks
The campaign starts today and ends December 7th. All proceeds from the purchases of the 25 Apps for (RED) and in-app upgrades will be donated. Later on this week on November 28th, Apple’s U.S. retail stores and online store will offer customers who buy select products to receive a special edition (RED) gift card, with a portion going towards The Global Fund. On the first of December, Apple will donate a portion of all in-store and online purchases towards this cause.
EA Mobile’s exective vice president Frank Gibeau added, “When Apple approached us, we were blown away by the possibility to use our platform to do something this massively good.”
Apple’s philanthropic work serves as an inspiration to other tech companies.