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Apple gets charitable, launches renewed, high profile (RED) campaign

If you’ve clicked on the Apple App Store lately, you’ve probably noticed that its gone red for the holidays. The company partnered with app developers and Bono’s (RED) charity foundation to help raise funds for the treatment of AIDS and HIV patients around the world. The two-week campaign started on Monday and extends from the App Store, to Apple’s retail and online stores.

Many high-profile apps and games, including Angry Birds, Clash of Clans, Clear, FIFA 15 Ultimate Team, Farmville 2: Country Escape, StarWalk 2, and many more, now sport the (RED) logo. Apple says that for every purchase of a participating app, 100 percent of the money will go to fight AIDS. In-app purchases also go to the Global Fund, so if you’ve already got one of those apps, you can still contribute. There’s also a module that simply says, “(RED) Donate now. Save lives,” where you can contribute between $5 and $200 to the campaign.

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Additionally, Apple will donate a portion of the proceeds from the purchase of select products and gift cards bought in store or online this Black Friday to (RED). On December 1, which happens to be World AIDS Day, the company will donate a part of every product, accessory, and gift card sold to the Global Fund. Apple has been selling (RED) accessories in its stores for years now, but in keeping with its recent efforts to show its good side, Apple has decided to deepen its relationship with (RED).

“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,” Eddy Cue, Apple’s senior vice president of software and services, told USA Today. “This time, it was about getting developers deeply involved. It couldn’t just be veneer.”

(RED) CEO Deborah Dugan added that “this campaign is certainly something that could cause other companies to step up. And we need to keep the heat on (HIV/AIDS) or we’ll slip back to where we were.”

You can check out all of Apple’s (RED) promotions on the company’s website.