The App Store looks a whole lot like that elevator scene from The Shining today. That’s because it’s gone red to mark Apple’s commitment to World AIDS Day and the Product (RED) charitable campaign.
It’s not just the color that has changed for the day, though. Apple is also offering a plethora of exclusive content that will disappear from the App Store after December 6.
Most of this is game-related. Apple teamed up with top gamemakers to create special in-app purchase content, with the proceeds generated to be passed on to charitable HIV-related causes.
Highlights of this Games for (RED) initiative include exclusive buildings for Sim City BuildIt (including a hangar, balloon park, heliport and bus terminal); 12 new levels and a snazzy red cape for Farm Heroes Saga; the ability to play as a medic in Boom Beach; and a new lifeguard for FarmVille: Tropic Escape.
You can find all the details of games that have “gone red” for World AIDS Day by going to the Featured part of the App Store.
Not just games
As we detailed yesterday, it’s not just games which Apple has made available for the occasion. If in-app purchases aren’t your thing, you can also buy a new (RED) smart battery case for iPhone 7, a (RED) Beats Pill+ speaker, (RED) Beats Solo 3 headphones, and (RED) leather case for the iPhone SE.
Apple will additionally donate $1 to (RED) “for every purchase made with Apple Pay” via its website or the Apple store, up to a total value of $1 million.
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
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