Apple Inc. (NASDAQ:AAPL) is observing World AIDS Day around the world by coloring its retail store logos red. World AIDS day is observed on December 1st as a way to achieve the goal of an AIDS-free generation.

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Today is also Cyber Monday and it is a key time to lure shoppers as well as promote a charitable cause. Throughout this week, Apple will donate all proceeds from its RED partnered in-app purchases to Global Fund, a philanthropic organization supported by pop singer Bono and his RED brand.

Apple logo goes red

As part of the observtion, Apple rendered its retail store logos red as a symbolic guesture, which is something the company has been doing for two years now. The logo was inspired by the red ribbons launched in 1991 in honor of lives impacted by HIV. Up until recently, the iPhone maker was rather reluctant to color the logo simply because it is Apple’s lone signage. Since the policy change, Apple has colored the white logo on several occasions including when the company colored the leak portion green in honor of Earth Day.

Apple has been a key supporter of Project RED and since 2006, the Cupertino-based tech giant raised over $75 million for global fund sales thanks to RED products such as iPods and accessories. Just last week, Apple launched a campaign for RED-themed content with developers to create special apps and games with proceeds going towards the cause.

The support behind product RED

The tech giant’s chief executive officer Tim Cook elaborated, “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.”

Apple Inc. (NASDAQ:AAPL)’s strong support of product RED is commendable.