Apple announced new initiatives for World's AIDS Day, expanding its partnership with HIV/AIDS charity (RED) founded by U2 singer Bono.
Apple CEO Tim Cook said that he and his company are invested in AIDS charity initiatives because they want to help make a difference and create a better world, acting beyond simply selfish interests.
"Of course corporations should have values, because people should have values," Cook said in an interview with USA Today. "And corporations are just a bunch of people."
The CEO further highlighted that Apple supports many civil rights issues, and people should stand up for the causes that matter to them and help their communities so that everyone can contribute to making the world a better place.
(RED) For An AIDS-Free Generation
"The gift of life is the most important gift that anyone can give," Cook added in a company press release. "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."
Apple Turning (RED)
For every purchase made with Apple Pay in the Apple Store, Apple's website or the Apple Store app between Dec. 1 and 6, Apple will donate $1 to (RED) to help provide HIV/AIDS drugs up to $1 million. Bank of America will match the donations if customers use one of its cards to pay through Apple Pay.
The latest (RED) initiative includes a number of new products, including Beats Solo 3 Wireless On-Ear Headphones, iPhone 7 Smart Battery Case, iPhone SE Case, Pill+ Portable Speaker, App Store games such as Clash of Clans and Angry Birds, iTunes purchases such as the new Don't Waste Your Wishes album from The Killers and more.
The new products add to the existing lineup of Product (RED) items that are available all year long. Customers worldwide can also make donations directly to (RED) through iTunes. Moreover, Apple will also allow users to download Spike Jonze's 2010 AIDS documentary, The Lazarus Effect, for free through iTunes in the United States.
Cook also pledged that Apple will continue to get involved in various causes and will not compromise its values or its efforts to help the community.