SAN FRANCISCO — Apple is glowing (RED) for the holidays.

The Cupertino, Calif.-based tech giant launches an unprecedented two-week campaign Monday that involves its app store, retail locations and online store, yet another example of CEO Tim Cook’s push to boost the company’s corporate image.

(RED), the charity started in 2006 by singer Bono with a mission to rid the world of HIV/AIDS, will turn the campaign’s proceeds over to The Global Fund for use in providing antiretroviral treatment to AIDS sufferers primarily in Africa.

“We’ve been involved with (RED) from the beginning and have raised $75 million, but we were convinced there was an opportunity to get people to rediscover this cause,” Eddy Cue, Apple’s senior vice president of software and services, told USA TODAY. “This time, it was about getting developers deeply involved. It couldn’t just be veneer.”

This marks not only another salvo in Apple’s battle to polish its reputation as a company that cares about everything from the environment to gay rights, but also echoes a number of recent high-profile personal donations and corporate campaigns targeting the recent ebola crisis from companies such as Facebook and Mircosoft.

About six months ago, Apple approached 25 top-selling app makers and got them to customize their products with (RED)-tinged tweaks for the effort. For example, Zynga’s CSR Racing fans can buy a red (RED) Mercedes-Benz AMG GT, while Electronic Arts’ FIFA 15 players can compete in a special (RED) tournament.

The campaign, which runs from Monday through Dec. 7, will donate all proceeds from purchases of the 25 Apps for (RED) or their in-app upgrades. … see more

source: usatoday