Here’s What Tim Cook Says About Apple’s ‘Values’

November 30, 2016, 6:34 PM UTC
Photograph by Getty Images

Apple is making its biggest push yet to help eliminate AIDS in what CEO Tim Cook says is part of a broader effort by the company to do what’s right.

Apple said it would increase its donations to (RED) campaign, which is focused on helping people with AIDS and has an ultimate goal of eradicating the disease by 2030. In an interview with USA Today published on Wednesday, Cook said that Apple’s mission is to improve the world, and that the (RED) initiative is an important part of that effort.

“We put our weight behind lots of things in the civil rights area,” Cook said, referring to Apple’s work with (RED). “Similarly, I think it’s key that people think about what they stand for and help their communities. We always say that we want to leave the world better than we found it. So, we try to thoughtfully decide how we can do that.”

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Over the next week, Apple will donate to the (RED)-supported Global Fund based on sales of certain specially tailored content in games available in its App Store. The games include Angry Birds, FarmVille: Tropic Escape, Hay Day.

In addition, Apple has expanded its lineup of products for which a portion of the proceeds will go to AIDS research. Those products, called (PRODUCT)RED, include an iPhone 7 smart battery case, the iPhone SE case, Beats Solo 3 wireless headphones, and a Pill+ portable speaker. All will be available in a red color and permanently part of the (PRODUCT)RED campaign. Apple hasn’t shared exactly what percentage of sales of those products will go to AIDS research.

Finally, Apple says that between Dec. 1 and Dec. 6, it will make a $1 donation—up to $1 million—for every purchase made via its mobile-payment service Apple Pay at the Apple Store, on, or through its Apple Store app.

For more about Apple’s iPhone 7, watch:

For 10 years, Apple has participated in the (RED) campaign. Although the company’s participation is aimed at raising money, Cook told USA Today that he hopes it will also raise awareness for the cause.

“Whether you want to donate or just learn about the issue, we wanted there to be something for everyone,” Cook said.

In a statement, Apple added that in the last 10 years since it’s been working with (RED), 70 million people have benefited from grants offered by the Global Fund. Apple added that 1,200 children were born with AIDS in 2007, and by 2020, that could reach zero.

Apple’s new PRODUCT(RED) products are available now. Apple’s expanded efforts are intended to mark World AIDS Day 2016, which will is Thursday.

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