Starting Monday, Apple is teaming with 25 of its App Store's largest apps for World AIDS Day. For two weeks, Apple and the participating apps will donate all global proceeds from downloads as well as in-app purchases to the Global Fund to fight AIDS.
The effort is one in a series of promotions Apple is doing during the holiday season with (RED). On Black Friday US Apple customers in the US will receive gift cards after purchasing selected Apple products. The company will donate an undisclosed percentage from the gift card purchases. And on December 1, the company will also be donating an undisclosed portion of its retail and online sales to the Global Fund.
In order to boost downloads, the participating apps have paired with the Global Fund to offer exclusive (RED) content, including a suite of 300 GarageBand guitar, bass, synth and drum loops as well as new features inside apps like FIFA 15 Ultimate Team, CSR Racing, FarmVille 2, Clash of Clans, Angry Birds, and Heads Up!. The popular game Monument Valley will be rolling out an exclusive final chapter and (RED) and Apple have also partnered with Kim Kardashian: Hollywood to include a new suite of in-app purchase products. As part of the promotion, a new update featuring Kris Jenner will debut on December 1.
The campaign will start during a particularly busy time of year for the App Store. Back in January the company announced that it made over $1 billion in App Store sales in December 2013, and over $10 billion for all of last year. Some of the participating apps in the upcoming promotion like Kim Kardashian: Hollywood are among the highest grossing apps in Apple's App Store. According to Bloomberg analysts, Kim Kardashian: Hollywood, which makes its money through an exhaustive array of in-app purchases, is predicted to pull in $200 million in revenue by the end of the year (the app debuted on the App Store this summer).
Charlie Warzel is a senior writer for BuzzFeed News and is based in New York. Warzel reports on and writes about the intersection of tech and culture.
Contact Charlie Warzel at firstname.lastname@example.org.
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