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Apple to do low-key World AIDS Day retail promotion

updated 10:10 am EST, Tue November 29, 2011

Expected to push existing (PRODUCT) RED gear

Apple Stores will mark a very low-key observance of World AIDS Day on December 1st, claim sources for ifoAppleStore. The plan involves simply promoting goods that fall under (PRODUCT) RED, which donates a small portion of proceeds to the Global Fund to fight AIDS in Africa. Some Apple Specialists, for instance, will be wearing and marketing the RED iPod nano.

Managers and greeters carrying iPads are expected to use RED Smart Covers, and product shelves should have signs promoting Beats by Dr. Dre Solo HD headphones, since these also fall under RED. Special RED iTunes cards are already on sale, but these may not get an extra push. Apple originally said it would donate 10 percent of RED card sales to the Global Fund, but has since stayed quiet on how much it donates for each RED product.

Apple has in the past come under fire for relying heavily on (PRODUCT) RED. Prior to the departure of Steve Jobs, the program was Apple's only real charitable face. Since Tim Cook has taken over as CEO, though, the company has adopted a policy of matching worker donations to non-profits. Within a month employees had already donated about $1.3 million, which Apple doubled to $2.6 million.

by MacNN Staff



  1. charlituna

    Joined: Dec 1969


    missing a few facts

    1. That whole matching donation thing can not be set up over night. That was something they would have started working on months ago. So your comment, which implies that this was all Tim's idea after Steve left, is a tad off

    2. Apple was a founding member and launched the first major product with the RED U2 ipod.

    3. Everyone keeps their Product Red low key. h*** I was in Gap the other day and half the employees of that particular location had no idea they had anything Product Red in the collection even with a sign right by the shirts. And when I pointed it out to them they had no idea was Product Red is.

    4. Steve never talked about his or Apple's charity because he's buddhist. And like the Jews, Buddhists are taught that the only reason to talk about your giving is because your pride demands you get attention for it. Who knows how much charity Steve did without needing to seek that attention (unlike Gates etc)

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