Apple introduces new PRODUCT(RED) products, limited edition in-app game items for World AIDS Day

Apple’s longstanding partnership with the PRODUCT(RED) campaign continues, with the introduction of new products and goodies in conjunction with World AIDS Day on Thursday, 1 December 2016.

Apple has been part of PRODUCT(RED) from the beginning and its VP Lisa Jackson says the partnership “really aligns with who we are as a company.” The campaign has raised over US$360 million channeled to the Global Fund in the fight against AIDS. The tech giant has raised close to US$120 million, 1/3 of the total, making it the biggest corporate contributor in the world. Other partners include popular brands like Starbucks, Coca-Cola, and the Bank of America.


The penultimate goal for the campaign is to have the first “AIDS-free generation,” by ending pediatric AIDS, as soon as by 2020.

Here’s how Apple is supporting the cause:

Its 400 stores across the world will either turn the Apple emblem red, or will display a World AIDS Day and PRODUCT(RED) window signage.

In the App Store, 20 popular games will offer exclusive PRODUCT(RED) items, made available for in-app purchase. 100% of sales proceeds will go to the Global Fund.

World AIDS Day
Credit: Times of Oman

Apple is introducing several new products to join its expansive PRODUCT(RED) collection. There’s a (RED) smart battery case for iPhone 7, (RED) Beats Pill+, (RED) Beats Solo 3 heapdhones, and (RED) leather case for iPhone SE.

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Additionally, Apple will donate US$1 to (RED) for every purchase made with Apple Pay via Apple Store Online or at Apple Retail stores, for a total of up to US$1 million. Joining hands with Apple, the Bank of America will make a donation for every Apple Pay transaction using its cards, up to a similar US$1 million maximum.

Here’s to a future world without AIDS.

Check out Apple’s Product (RED) page, and do support World AIDS Day.

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