Product RED™ also known as (PRODUCT)RED, is a licensed brand that seeks to enlist the private region in raising awareness and funds to help get rid of HIV/AIDS in Africa. Almost everyday 700 babies are born with HIV, the RED™ works with companies like Apple to fight for an AIDS-free generation by creating (PRODUCT)RED merchandise, and Apple gives a portion of the purchase price to the Global Fund.
This year, Apple has announced that its campaign for World AIDS Day 2014 has ran several (PRODUCT)RED promotions, granting a (RED) section in the Apple App Store. With the promotions, Apple has donated a large portion of all their retail and online sales from November 28th and December 1st. Apple’s CEO, Tim Cook sent out and email to Apple’s employees saying that, the campaign was a tremendous success. With more than USD20 million (MYR70 million) that was donated to the (PRODUCT)RED charity, which was for the Global Funds to fight AIDS in Africa.
Tim Cook mentioned that, “I’m thrilled to announce that our total donation for this quarter will be more than $20 million (our biggest ever), bringing the total amount Apple has raised for (PRODUCT) RED to over $100 million. The money we’ve raised is saving lives and bringing hope to people in need. It’s a cause we can all be proud to support.”
Apple has collaborated with 25 app developers during the campaign to offer a collection of (RED) themed apps in the Apple App Store, with the purchases going to the charity. Even Apple’s yearly Black Friday event was in (RED) themed, and users/consumers who purchased an iPhone, iPad, Mac, or any entitle Apple accessory has received a (RED) iTunes gift card. And according to Tim Cook, this donation charity is the biggest charity, but with the course of the company’s long term relationship with (PRODUCT)RED, it has granted more than USD95 million (MYR331 million).
With Apple and (PRODUCT)RED, Apple has released a lot of devices including the iPod Nano and Shuffle, iPad Smart Covers, iPhone Bumpers, and iPhone Cases. Every users/consumers who purchased any of these products, Apply will donate their money to the Global Fund to fight AIDS. This event must take notice to the world, as it helps to bring awareness. Let us know what do you think about the Apple’s (RED) event?