Cupertino-based technology major Apple, known for its philanthropic activities, went a step ahead on Thursday, and invited its consumers to join hands with the company to fight against AIDS.
To mark the Worlds AIDS Day and the company's 10th anniversary of its support to RED, a Global Fund affiliated organisation, Apple announced a new commemorative RED series accessories for iPhones, iPads and watches.
"The gift of life is the most important gift that anyone can give. Thanks to the vision and dedication of (RED), an AIDS-free generation is within our reach. We want to leave the world better than we found it, and that's why our longtime partnership with (RED) remains so important to us," Tim Cook, Apple CEO, said in a statement.
Apple's new RED series accessories include covers (leather, silicone and smart battery-case) for iPhone 7, 6S, 6 and SE series, watch bands (1st and 2nd generations), silicone cover and smart case for iPad Pro (including select Air and mini series). The company is also selling crimson-hued iPod shuffle, iPod touch, iPod nano, Beats Solo3 wireless headphones and Beats Pill with portable speaker.
The amount generated from the sale of these merchandises will be donated to Global Fund's RED initiative, the company said.
Apple has also teamed up with 20 app-makers, from racing and sports titles to strategy, puzzle and action games, to offer limited-edition, custom (RED) content, exclusively available on the App Store for the entire week. All the proceeds from the associated in-app purchases will go to the Global Fund.
The 20 participating games for the iOS include Angry Birds 2, Angry Birds POP!, Best Fiends, Best Fiends Forever, Boom Beach, Candy Crush Jelly Saga, Clash of Clans, Clash Royale, CSR2, Episode, Farm Heroes Saga, FarmVille: Tropic Escape, FIFA Mobile, Hay Day, MARVEL Contest of Champions, PewDiePie's Tuber Simulator, Plants vs. Zombies Heroes, SimCity BuildIt, War Dragons and YAHTZEE With Buddies.
Apple has also joined hands with popular rock band The Killers for exclusive (RED) holiday album on iTunes. They will also donate proceeds from iTunes purchases of their new album to the Global Fund.