Apple sells PRODUCT(RED) merchandise to help fight for an AIDS-free generation and to raise money for the Global Fund. But if you don't need a new iPod, or an iPad case, then you have little reason to engage with this very deserving cause. Add to that the extortionate prices Apple charges and the uncertainty of how much of the profits actually get donated and it becomes clear that Apple are probably missing out on a lot of people.
This prompted Tim Blaney Davidson and Bastian Lievers, students from the Willem de Kooning Academie Rotterdam, to come up with this idea. On World AIDS Day, Apple would make available an optional update to all iOS7 users costing just $0.99 giving everyone an easy, and not too expensive, way to donate. The total revenue from the millions of Apple users would add up to a huge donation to the cause.
It's unclear from the video exactly what an updated device would receive. From the images it appears users would just get some red wallpapers and a free MP3 of U2's World AIDS Day Song. It would be nice to see how the idea would encourage users to update.
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