Apple is the world’s most valuable company and remains the most innovative company of 2018 according to the coveted Fast Company Magazine annual tally. Apple’s financial success began with the maturing of the iPod market in 2005. A year later, U2 frontman Bono worked with the then-CEO and founder Steve Jobs to launch a limited-edition iPod Product (RED).
Apple’s Product (RED) has raised more than $160 million. The contribution helps people affected by HIV in Ghana, Lesotho, Rwanda, South Africa, Swaziland, Tanzania, Kenya and Zambia. (RED) has raised more than $475 million, and Apple generated two-thirds of the total. Funds collected by Apple through Product (RED) support The Global Fund, an organization that has granted $4 billion to local medical experts in more than 140 countries.
The partnership between corporations and nonprofits spearheaded by (RED) has boosted innovation and investments in the race to find a cure for AIDS. Fifty percent of all profit collected through Apple Product (RED) goes to the fight against AIDS. With Apple leading the way since 2006, a myriad of other notable companies has joined the fight including Starbucks, Bank of America, Coca-Cola and Beats by Dre.
Apple created a dedicated online storefront that features limited edition red colored products. The most recent additions include Apple Watch, Beats by Dre, iPad Type Cover, iPod Touch and now Apple Pay purchases made via Bank of America cards donate one dollar for every purchase.
The ultimate goal of (RED) has been to eliminate the transmission of the AIDs virus from mothers to their babies using innovative medical techniques like antiretrovirals which are supplied to mothers to prevent HIV from growing and multiplying within their bodies. Additionally, the babies are given Nevirapine daily for about six weeks or more, based on individual circumstances. Typically, mothers who adhere to this regimen can reduce the risk of transmission to their unborn children down to five percent.
Apple is a behemoth that has enamored many people around the planet. With its support of Product (RED) not only does it increase funding, but it helps bring awareness to the issues faced by underdeveloped countries. Links to Product (RED) and The Global Fund are directly embedded into Apple’s online storefront, and annually on World AIDS day the company launches merchandising material in all of its physical stores including digital marketing on Apple.com and the Apple App Store.
Apple has historically always used unique methods to achieve goals, and during recent world events like the earthquakes that took place in Haiti and Japan, it leveraged its mega-customer base on iTunes and the App Store to collect donations ranging from five dollars to 200 dollars. Apple is The Global Fund’s most substantial corporate donor, and CEO Tim Cook has continued to make philanthropy a central aspect of his legacy at Apple.
Apple aims to continue to revolutionize the world with its products, while also helping nonprofits implement technology that betters the planet. Through campaigns like Product (RED) and its ability to connect at a deep level with its customers, Apple has more than achieved this goal.
– Hector Cruz