Apple has enrolled 25 leading iOS apps to take part in the campaign by Aids charity Red to raise awareness and funds.
The campaign will last two weeks and each app has been encouraged to offer exclusively themed content for Red, with all download sales and micro-transactions within the apps are to be donated to the charity.
Examples of the content include a new Mighty Feathers power-up and bonus level on Angry Birds; special-edition Red gems in store on Clash of Clans, players can also display a Red badge on their town hall; a new Red-branded chapter is to be sold on Monument Valley; Red-branded Beats headphones are available as a virtual item on Kim Kardashian: Hollywood.
Apple have also pledged to make a percentage donation from its online and retail sales during “Black Friday” and “Cyber Monday”, two of the busiest shopping days of the year, especially in terms of online sales. “Cyber Monday” falls on 1st December this year, which coincides with World Aids Day.
“This year we are launching our biggest fundraising push yet with the participation of Apple’s retail and online stores, and some of the brightest minds in the App Store are lending their talents to the effort as well,” said Apple chief executive Tim Cook in a statement.
The technology giant has been working on charitable agreements to help fight Aids for eight years with annual event including a specialised “Red” product range; however this year is the first time that they have involved iOS apps into the fundraising campaign.
Given that Apple users spent over £6 billion last year on apps and in-app micro-transactions and the campaign falls over some of the largest online shopping days of the year, it is expected to be a fundraising success.
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