Apple has launched a two-week fundraising campaign to mark World AIDS Day, promising that proceeds from the sale of 25 limited-edition apps and a portion of online and retail sales on Black Friday and Cyber Monday will go to the Global Fund.
The company has been a contributor to (Red), the charity co-founded in 2006 by U2 frontman Bono to fight AIDS and HIV in Africa, since its start. Then-CEO Steve Jobs kicked off Apple's participation with a special-edition iPod Nano in October 2006. Since then Apple has given $75 million (£47.8 million) to the Global Fund.
This year's campaign marked Apple's broadest collaboration with the project.
"For eight years, our customers have been helping fight AIDS in Africa by funding life-saving treatments which are having a profoundly positive impact," said CEO Tim Cook in a statement yesterday. "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."
World AIDS Day, Dec. 1, is a 26-year-old coordinated effort to raise awareness of AIDS, educate people about HIV and commemorate those who have died of the disease.
Apple will donate all proceeds from sales through December 7 of the 25 (RED)-edition apps and the special in-app purchases within those apps, to the Global Fund, the world's largest financier of anti-AIDS, -tuberculosis and -malaria programs.
New Monument Valley level
One highlight for Digital Arts readers is a brand new level for ustwo's beautiful puzzle game/experience Monument Valley. Costing 69p as an in-app purchase, Ida's (red) Dream starts off outside a windmill before proceeding to, well, I'll let you discover what happens.
The release follows the much-anticipated launch of Monument Valley's expansion pack, Forgotten Shores. Watch our interview with ustwo games about Monument Valley's design and creation.
You'll need to be quick to get Ida's (red) Dream, as it's only available for a week, until December 8.
Apple's apps for World AIDS day
Other iOS apps range from Paper by FiftyThree to Clear to Clash of Titans and Despicable Me. Those apps have been tweaked with new (Red)-themed icons, and most offer specially-designed in-app purchases for existing users.
The to-do list Clear app, for example, has created a new £1.49 (Red) theme (above); in the App Store, Clear said that every purchase "enables (Red) to provide 10 days' worth of life-saving medicine for mothers with HIV."
Additionally, an undisclosed portion of all sales through Apple's online stores and its chain of retail outlets on Black Friday (November 28), and Cyber Monday (December 1), will be given to the Global Fund.