As part of Apple Inc's new corporate social responsibility program, the developers from the Cupertino-based tech brand launched a two-week RED campaign to raise funds to help fight HIV/AIDS. USA Today reported that the tech giant will donate all the proceeds gathered from app sales during the duration of the campaign to purchase antiretroviral medicines and treatment for people who were diagnosed with HIV/AIDS.
"We've been involved with RED from the beginning and have raised $75 million, but we were convinced there was an opportunity to get people to rediscover this cause," stated Apple senior vice president for software and services Eddy Cue.
CEO Tim Cook also supports the cause, saying, "Apple is a proud supporter of (RED) because we believe the gift of life is the most important gift anyone can give."
Apple reached out to 25 top-selling app developers six months ago and requested them to come up with customized products to match with the RED campaign. One of the app-makers who responded to the call of the company is EA Mobile, which is willing to tweak their "FIFA 15" and "SIMS Free Play" for the campaign.
"It's inspired us to think about these things," EA Mobile executive vice president Frank Gibeau said. "In the coming weeks, we'll see how our customers respond (to the campaign), and we'll use that to see what we can do going forward."
Apple will also contribute a portion of its Black Friday and Cyber Mondal sales from its online and retail shops worldwide. Moreover, the company will give out gift cards on Black Friday to consumers who will purchase qualified products. For example, those who will buy an iPhone 6 or an iPhone 6 Plus will get a $50 worth of gift card.
The fundraising campaign will start on Nov. 28 and will run until Dec. 7.
