Apple’s famous fruit-themed logo got a bit of an update on Monday as signs all over the world lit up red in commemoration of World AIDS Day. In addition to making a rare change to the logo, the tech giant is donating a portion of proceeds from certain apps to charity as part of their two-pronged observation of the day. As one of the world’s largest technology companies, Apple’s support this cause is almost inestimable. With millions of customers worldwide buying applications, the money donated should be substantial, though Apple has not announced just what portion of proceeds it will donate. Nevertheless, Apple’s symbolic gesture of having the logos go red for World AIDS Day is backed up by fundraising commitment that will no doubt be appreciated.
The logos all over the world are turning red, starting in Sydney, Australia. Due to time zone differences, Sydney was the first to turn red for World AIDS Day and it will be followed by stores in subsequent time zones all over the world. Apple does not usually allow such changes to be made to its iconic logo. The only other time that this occurred was for Earth Day when the color was green. The red color for World AIDS Day has been done before and is a signal of the company’s traditional support for the cause.
While the red logos will last for only 24 hours, the fundraising effort started long before. Historically, Apple has given $75 million to the (RED) cause that was co-founded by Irish musician Bono from the band U2. (RED) has partnered with numerous businesses including Nike and Starbucks to raise money for an AIDS free world. Apple has previously manufactured (RED) themed iPods and its accessories and now the company has branched out into applications. The company announced on Black Friday that it would have special gift cards to help support the cause and that there would more than 20 apps which raise funds for (RED).
Despite the positive campaign for (RED) and World AIDS Day, Apple has not yet announced just how much of the proceeds from these initiatives will actually go to charity. The company has announced that “a part” of the proceeds will go to The Global Fund which is part of the fight against AIDS. While the charity proudly announces the partnership with Apple on its site, Apple has been less forthcoming about how much it estimates will be donated. A writer for Fortune suggests that this is part of a strategy to get some free publicity from the announcement of the final total. As his article reminds people, charity can be part of publicity and very often is.
Whatever the motivation for holding off on this announcement of the donation figure, Apple does a lot to support causes including those directed towards fighting AIDS. The apps that have been announced as part of the (RED) campaign will no doubt do well, as will the added content for the day to popular games like Angry Birds and Kim Kardashian: Hollywood. At the very least, having its Apple logos go red will bring much needed attention to World AIDS Day and the fundraising campaigns that exist to support the fight against the disease.
By Lydia Bradbury