Apple Store logos around the world turn red today to mark Apple’s commitment to raising awareness of World AIDS Day. Red is a color synonymous with World AIDS Day, and the battling of HIV, thanks to the red ribbons first introduced back in 1991.
Apple has changed the color of its Apple Store logos since 2012. Apple has described December 1 as part of its “biggest fundraising push yet”. Any items bought through brick-and-mortar Apple Stores today will have a percentage of their sales donated to the charity.
Last Friday, customers in the U.S. received a special edition iTunes gift card with the purchase of certain Apple products. For each card handed out, Apple donated a percentage to the Global Fund.
Apple has also opened a temporary 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 from the apps go directly to the Global Fund to fight AIDS. This section of the App Store runs through Sunday December 7.
Since 2006, Apple has partnered with Bono’s Project (RED) initiative, designed to help stop the spread of HIV/AIDS in Africa. To date, it’s raised more than $75 million for the charity through selling (RED) branded products such as iPods.
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.