Apple's (RED) logo as seen at the Shibuya Apple Store in Tokyo. | Source: AppleInsider reder James.
With Saturday being World AIDS Day, the switch in Apple's logo color is a symbolic reference to the PRODUCT(RED) initiative, which hopes to end the propagation of HIV/AIDS in Africa. Various partner companies are involved in the project, each donating a portion of (RED) branded merchandise to the cause, with Apple being a longtime supporter.
In addition to the logo change and prominent display of PRODUCT(RED) iPods and accessories at its retail outlets, Apple added a JoinRed.com "card" link to its homepage, directing users to the (RED) website where they can make PRODUCT(RED) purchases, including the Dance (RED) Save Lives compilation album presented by Ti?sto and sold through iTunes. The record is associated with special World AIDS Day performances at the Stereosonic Music Festival in Melbourne, Australia from artists including AVICII, Calvin Harris and Ti?sto, which will be live-streamed on YouTube.
According to Apple, the (RED) campaign has generated over $190 million since its inception in 2006, with more than $50 million coming from Apple products alone.
From Apple's PRODUCT(RED) informational page:
The Global Fund
The numbers don?t lie: Every day more than 900 babies are born with HIV. By 2015 that number can be nearly zero. (RED) works with companies like Apple to fight for an AIDS-free generation by 2015 by creating (PRODUCT) RED merchandise. A percentage of gross profits from the sale of those products goes to the Global Fund to help fund AIDS programs in Africa. Since its introduction, (PRODUCT) RED has generated more than $190 million ? more than $50 million from Apple alone ? for the Global Fund. Now you can make an impact, too, by purchasing a (PRODUCT) RED iPod shuffle, iPod nano, iPod touch, iPad Smart Cover, iPad Smart Case, or iPhone Bumper.
Apple's iTunes and Starbucks recently collaborated on an eGift basket that included a $15 digital coupon for both stores, with 5 percent of the purchase price going to the Global Fund AIDS research foundation.