Apple announces 2014 World AIDS Day campaign

PanARMENIAN.Net - Apple on Sunday, Nov 23, announced its 2014 World AIDS Day campaign that will see the company donate a portion of its holiday retail sales, as well as proceeds from a special section of the App Store called "Apps for (RED)," to the (RED) foundation's Global Fund to fight AIDS, according to AppleInsider.

Every time a for-pay Apps for (RED) title is purchased — or when an in-app purchase is conducted through participating apps — from Monday, Nov. 24 through Sunday, Dec. 7, all proceeds will go to (RED)'s fund.

The campaign is scheduled to coincide with World AIDS Day, which falls on Monday, Dec. 1.

"Apple is a proud supporter of (RED) because we believe the gift of life is the most important gift anyone can give," said Apple CEO Tim Cook. "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."

In addition to apps, AppleInsider says, the company plans to donate to the Global Fund to fight AIDS a portion of retail and online store sales generated over the two biggest shopping days of the year. For Black Friday, coming up on Nov 28, Apple is handing out special (PRODUCT)RED iTunes Gift Cards with select purchases made in the U.S. Each card represents an additional donation to the fund. The following Monday, coined Cyber Monday for sales offered by e-commerce websites, Apple will donate a portion of all brick-and-mortar and online Apple Store sales to (RED).

"Apple isn't just in the fight to end AIDS. They are setting a new bar for business, giving $75 million and counting to the Global Fund as part of their partnership with (RED)," said (RED) cofounder Bono. "I couldn't be prouder to work with them."