Apple partners with major app developers to raise money for World AIDS Day

If you’re an iPhone user and you updated apps over the weekend, you probably noticed that a host of popular ones (Angry Birds, Cut the Rope, and FIFA 15 to name a few) have been branded in some way with (PRODUCT) Red. This morning, Apple explained why.

The company’s website now has a splash page dedicated to World AIDS Day (December 1st), and is rallying app partners to help raise money with (RED) branding. From now until December 7th, 100% of the proceeds from (RED) apps will be donated to the Global Fund To Fight AIDS. This includes the apps themselves as well as any subsequent in-app purchases.

Apple is also running promotions in its retail stores down south. This Black Friday, U.S. Apple stores will give (RED)-branded gift cards to those buying select Apple products and make a donation to the Global Fund. On Cyber Monday, a portion of the proceeds from every product, accessory, and gift card will be donated.