To promote Worlds AIDS Day, Apple is once again participating in its decade-long partnership with the Product (RED) campaign with new products, limited-edition items for games and donations tied to certain Apple Pay purchases.
“We’ve been part of (RED) from the beginning,” said Apple VP Lisa Jackson, adding that the partnership “really aligns with who we are as a company.”
— Tim Cook (@tim_cook) December 1, 2016
Turning (RED) for the next two days, 400 Apple Stores across five continents will either turn the Apple emblem red or display window signage related to World AIDS Day and (RED). New product releases include a (RED) smart battery case for iPhone 7, a (RED) Beats Pill+, (RED) Beats Solo 3 headphones and a (RED) leather case for the iPhone SE.
In the App Store, 20 popular games including Angry Birds, Best Fiends, SimCity BuildIt, Candy Crush Jelly Saga, and Clash of Clans will release exclusive in-app purchases of (RED) content with 100 percent of those proceeds going to the Global Fund.
Apple will donate $1 to (RED) for every online or in-store purchase made with Apple Pay for a total of up to $1 million. Bank of America will make a donation for every Apple Pay transaction using its cards up to the same $1 million maximum.
In the past decade, Apple has raised more than $120 million of the $360 million (RED) CEO Deborah Dugan says the organization has generated to date—making Apple the world’s largest corporate contributor to the Global Fund nonprofit partnership dedicated to the eradication of HIV/AIDS, malaria and tuberculosis.
“My view on this—which I recognize is different from that of some others—is that just as people have values, so too should corporations,” said Apple CEO Tim Cook. “One of ours at Apple is the idea that part of being a great company is leaving the world better than you found it.”
Cook added: “We look for ways we think we can uniquely contribute to the world in which we live. And we’ll always touch more people through our products than anything else. … It’s that area — an area in which we have expertise — where we think we can make a contribution that multiplies well beyond simply writing a check. We want to advocate for human rights in a way that people can look at what we’re doing and say ‘you know, I could be a part of something like that’ — ‘I could do something like that.’ For us this is critically important.”
Nonprofit group (RED) was founded by Bono and Bobby Shriver in 2006, and in 2007, Bono partnered with Vanity Fair and Apple to help launch the organization. (RED) has impacted the lives of 70 million HIV/AIDS sufferers.
“It takes just 30 cents a day to keep someone alive,” said Dugan in USA Today. “The stakes are still high, 37 million people still have HIV/AIDS. If you look at the globe, it’s still a modern-day plague. But it’s preventable and it could disappear in our lifetime. Our most immediate goal is to eradicate mother-to-child transmission by 2020, most of which is in Africa.”
Today, some 400 babies are born daily with HIV.
“This is about people living—it’s about giving people the gift of life,” noted Cook. Regardless of people’s political beliefs or backgrounds, I think we can all agree that the right to live is perhaps the ultimate human right. Every generation has a responsibility of expanding the definition of those rights, to move forward. So we’ll very much continue to do that.”