Apple's CEO Tim Cook met with USA TODAY to discuss the company's expanded corporate partnership with (RED), the 20-person organization founded by U2 singer Bono that has had an outsized impact on those suffering from HIV/AIDS by providing life-saving medicines.
Beginning Wednesday, which in Australia marks December 1's World AIDS Day, Apple will festoon 400 stores, a fourfold increase from last year, with (RED) signage, while expanding the number of products, games and apps whose purchases channel an undisclosed percentage of their sales price to the organization.
Among the new (RED) products are an iPhone 7 battery pack case and Beats Solo 3 Wireless headphones. Nearly two dozen games such as Angry Birds and Clash of Clans will donate all proceeds from in-app purchases. And for every item bought at an Apple Store using Apple Pay, the company will donate $1 to (RED), up to $1 million. Bank of America will match that donation when its cards are used in an Apple Pay transaction.
Those who buy a new album by The Killers, Don't Waste Your Wishes, on iTunes will see the entire purchase go to (RED), while anyone wanting to know more about the battle against AIDS can avail themselves of a free download of Spike Jonze's 2010 documentary The Lazarus Effect.
"Whether you want to donate or just learn about the issue, we wanted there to be something for everyone," says Cook.
Might Apple — one of the best known brands on the planet with a market value of nearly $600 billion, a third of which is holds in cash — use its considerable consumer muscle to tackle new social issues in the coming year? Cook suggests that his company may well become as known for its stands on matters of societal importance as its popular technology gadgets.
"We haven't shied away from being visible on a number of topics, and if it's something in our wheelhouse, we'll always be visible and stand up to protect as well as advance people's rights," he says. "Every generation has a responsibility of expanding the definition of those rights, to move forward. So we'll very much continue to do that."
In March Patently Apple posted a report titled "Apple's CEO is clearly a Gay Activist, Contrary to his Once Humble Statement." In 2014 as Apple's CEO decided to come out of the closet as being gay to the world. At the time Cook was cautious to say that he didn't consider himself an activist. Of course since saying that time, it's clear that Cook is most certainly an activist that uses Apple to fight controversial postions like washrooms for transgenders.
Perhaps most will Applaud Cook's position that Apple may will become known for its stands on matters of societal importance as its popular technology gadgets – but I'm not one of them. It's been written that Steve Jobs stayed out of politics as he understood it would alienate half of Apple's customer base. It was a wise postion to hold.
Read the full USA Today report to learn more about Tim Cook's views on social matters. You could also check out Apple's Press Release about Fighting Aids and how you could help.
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