Apple is teaming up with a number of high profile app developers and Product RED to raise money for the fight against AIDS.
Running from now until December 7, the Apps for Red campaign will divert all funds generated by a selection of key apps and games to The Global Fund for AIDS research.
This means any time one of the apps is purchased (or an in-app purchase is made within one of these apps) over the next two weeks, 100 percent of the money will go to the aforementioned Global Fund. Neither Apple not the developers will take a cut.
There are 24 apps that are taking part in the Apps for RED initiative here in the UK, including a large number of games. These include Angry Birds, Cut The Rope 2, Monument Valley, Puzzle & Dragons, Rayman Fiesta Run, and Threes.
There are also a few non-gaming apps involved, such as Clear, Kitchen Stories Recipes, Star Walk 2, and Apple's own GarageBand.
Each app has had its App Store icon redesigned with a red theme, as well as receiving additional red-tinged content.
Elsewhere, Apple will be donating a percentage of all of its sales (both retail and online) to the charity on December 1, which is World AIDS Day. By happy coincidence, that also happens to be Cyber Monday, when a lot of people in the US will be buying their electronic gear online.
Meanwhile, on Friday - that's Black Friday, of course - Apple will be giving away a Product RED iTunes gift card with select Apple products, and will donate further funds for each card given out.
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