Here’s what Apple is doing for World AIDS Day

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In previous years, Apple Stores around the world have turned their logos red to mark World AIDS Day. Photo: Onguito/Iconosquare

Apple has announced plans for its “biggest fundraising push yet” for this year’s World AIDS Day on December 1 — with a dedicated new section of the App Store, and plans to donate a portion of all sales on two of the year’s busiest shopping days.

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

So how can you help?

To mark the occasion, Apple is opening up a new area of the App Store called Apps for (RED), featuring 25 apps with exclusive content from some of the world’s most popular app-makers, including ustwo, Rovio and Supercell. All proceeds will go directly to the Global Fund to fight AIDS. This section of the App Store runs from today through Sunday, December 7.

Apple will also donate a percentage of sales at its brick-and-mortar and online retail stores around the world on Monday, December 1, a.k.a. World AIDS Day. On Friday, November 28, customers in the U.S. will meanwhile receive a special edition (RED) iTunes gift card with the purchase of certain Apple products. For each card that is handed out, Apple will donate a percentage to the Global Fund.

“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),” says Bono, co-founder of (RED), adding that, “I couldn’t be prouder to work with them.”

In previous years Apple has marked World AIDS Day by turning the logos in its brick-and-mortar stores red to mark the occasion.

In the past the company has also donated one-of-a-kind products, co-created by Jony Ive and BFF Mark Newson, for charity auctions. These have included a Product (RED) Mac Pro which sold for $977,000, a pair of Rose Gold Apple EarPods which sold for $461,000, a custom Leica Digital Camera which sold for $1,805,000, and The (RED) Desk which sold for $1,685,000.

Tim Cook has been outspoken about wanting Apple to be a “force for good” in the world, and this is a great example of how the company can be exactly that.

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