For the holidays, Apple wants its customers to go (RED) and promises to donate some green to support the cause.
The Cupertino, Calif.-based tech giant has announced a major campaign to help fight AIDS that mixes charity with product marketing.
Apple says it will donate an unspecified portion of retail and online sales to (RED), the global nonprofit founded by U2's Bono that has a longstanding relationship with the tech company. Products must be purchased on what traditionally are the two biggest shopping days of the year: Black Friday (this year on Nov. 28) and Cyber Monday (Dec.1).
"The purchases you make during our holiday shopping events and through Apps for (RED) can create a lasting impact on the future of millions," Apple said on its website.
An Apple spokesman declined to say what percentage of purchase price would be donated, or how much in total Apple expects to contribute.
Also, for the next two weeks, a special section of Apple's App Store called Apps for (RED) will offer 25 apps with exclusive content, with all proceeds going directly to fight AIDS. For instance, Cut the Rope 2 will unveil a selection of (PRODUCT)RED items including a new red hat, red balloons and a red ginger cookie. Kim Kardashian: Hollywood’s aspiring celebrity players can buy (PRODUCT)RED items including red Beats Solo2 headphones.