Apple has pledged to donate a portion of sales from retail and online stores on Black Friday and Cyber Monday as a contribution to the global fight against AIDS.
Announced on Monday, the iPad and iPhone maker's main two-week campaign, which begins today, surrounds a special section of the App Store called Apps for (RED). This area will offer 25 apps in which all proceeds will go directly to the Global Fund to fight AIDS.
Apps sold in this section of the online store will include exclusive content to drive sales, including free in-app content, levels and characters developed for popular games including Bubble Witch Saga and Angry Birds.
In order to mark World AIDS Day 2014, the firm will also donate a portion of sales in both retail outlets and online stores generated on Friday, November 28 and Monday, December 1 to the cause.
These two shopping days,and Cyber Monday, are traditionally considered the busiest shopping days in the year within the United States.
In a statement, Apple CEO Tim Cook said:
"Apple is a proud supporter of (RED) because we believe the gift of life is the most important gift anyone can give. For eight years, our customers have been helping fight AIDS in Africa by funding life-saving treatments which are having a profoundly positive impact.
This year we are launching our biggest fundraising push yet with the participation of Apple's retail and online stores, and some of the brightest minds in the App Store are lending their talents to the effort as well."
On Black Friday, Apple customers in the US will also receive a (RED) iTunes gift card when purchasing select Apple products. For each card handed out, Apple will also donate an unspecified sales percentage to the campaign.
A number of retailers and tech companies have released details of Black Friday and Cyber Monday deals on the run-up to Friday. Last week, e-commerce giant Amazon unveiledincluding discount television sets, cheap e-books and free app bundles.
Read on: Apple