Apple pledges $5 for every Apple Pay purchases
What's the story
Apple and (RED) have partnered for a limited-time campaign, promising to donate $5 for every qualifying purchase made through Apple Pay until December 7. The initiative is part of the long-standing collaboration between the tech giant and (RED), aimed at raising funds to combat AIDS. Since 2006, this partnership has led to the creation of special-edition products like (PRODUCT)RED iPhones, iPods, cases, and accessories.
Shift in strategy
Apple's recent focus on Apple Pay fundraising
In recent years, Apple has shifted its focus toward recurring fundraising campaigns using Apple Pay, especially around World AIDS Day on December 1. This year, the company has extended this initiative to cover all purchases made through Apple Pay at its physical stores, online store, or via the Apple Store app until December 7.
Fund allocation
Donation cap and beneficiaries of the funds
The donation campaign has a cap of $3 million, with all proceeds going to the Global Fund. This US-based charity fights AIDS and funds critical health programs that save lives. Since its inception, Apple's partnership with (RED) has raised over $270 million for "prevention, testing, and counseling services for people impacted by HIV/AIDS," according to a 2021 press release from Apple.