World AIDS Day

Though Apple has a history of supporting World AIDS Day in conjunction with the widely recognized (RED) charity, they are greatly stepping up their contributions for 2014. This year Apple has partnered with leading App Store app developers to raise money and awareness. All funds given to RED by Apple will be handed off to The Global Fund to fight AIDS. This multi-faceted effort includes:

-Beginning Monday, November 24 through December 7, the App Store’s Apps for (RED) campaign will feature 25 popular apps with new content. The Global Fund will receive all profits from the purchase of participating (PRODUCT) RED apps and in-app purchases on said apps.

-On Black Friday, November 28, consumers purchasing select Apple products will receive special edition (RED) iTunes gift cards, with Apple donating a percentage of each issued card to The Global Fund.

-On World AIDS Day, Monday, December 1, Apple will donate a portion of every sale at Apple’s retail and online stores to The Global Fund to fight AIDS.

Though the percentage donated on World AIDS Day has yet to be specified by Apple, it is safely assumed to be significant given Apple’s history with charitable AIDS contributions. Since the inception of (RED) in 2006, Apple has been a supporter, beginning with a (RED) iPod Nano and expanding to include other products.

This summer, (RED) co-founder Bono and Apple designer Jony Ive came together for an onstage interview at the Cannes Lions Festival. During the discussion, Bono highlighted Apple’s unpublicized role in effectively supporting the (RED) initiative. According to the activist and U2 frontman, Apple had donated $75 million to that point but remained “annoyingly quiet” about their participation in (RED)’s fight for an AIDS-free generation.

Though deciphered by some as a public criticism, Bono’s remarks were simply intended to highlight the fact Apple does not widely tout fundraising efforts despite being called out by some for not doing enough. It seems Apple has taken the comments to heart in this very public and impactful support of the World AIDS Day 2014 campaign.