Inkampani kaTim Cook ibilokhu ikhombise intshisekelo ekhethekile kuzo zonke lezo zimbangela ezikhombisa ukucwaswa emphakathini, hhayi kuphela ngezindaba zenkolo, ubuhlanga noma ezocansi, kepha nasemkhakheni wezifo. I-Apple ibisebenzisana neRED kusukela ngo-2006. Kule minyaka eyi-13 yokusebenzisana, ngokusho kukaTim Cook, uqoqe imali engaphezu kwezigidi ezingama- $ 220.
NgoDisemba 1, bekugujwa usuku lwe-AIDS emhlabeni jikelele. I-Apple isinikeza imikhiqizo ehlukile ngaphansi kwegama (RED), imikhiqizo esebenza ukusebenzisana nale nhlangano engenzi nzuzo egxile emizamweni yayo ikakhulu Yilwa nengculazi emazweni ase-Afrika eseNingizimu yeSahara.
I-Apple akuyona kuphela inkampani esebenzisana neRED, kepha bekulokhu kungenye ebaluleke kakhulu. Bi-ank yaseMelika, i-durex, iSalfesforce, i-Starbucks, i-telcel, i-SAP, uJohnson & Johnson, i-Beats… Ingabe ezinye zezinkampani ezinkulu ezisebenzisana neRED, zenza imali ngemikhiqizo yazo.
Kuze kube manje, abalingani be (RED), kukhiqize imali engaphezu kwamaRandi ayizigidi ezingama-600 weSikhwama Somhlaba Wonke Sokulwa Nengculazi, Isifo Sofuba neMalariya, ukuxhasa izibonelelo ze-HIV eGhana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania naseZambia.
(RED) yasungulwa ngumculi UBono noBobby Shriver ngomgomo owodwa oyinhloko: ukuqeda ingculaza emhlabeni wonke. Abantu abayizigidi eziyi-140 bahlomule osizweni lwezezimali kubo bobabili abakwa-Apple nakwabanye ozakwethu abakhulu, futhi ngosizo luni lokuvikela, ukwelashwa, ukwelulekwa, ukuhlolwa kwe-HIV nokunakekelwa kwalabo abathintekile.
Njengaminyaka yonke, phakathi nezinsuku eziholela ekugujweni kwalolu suku, eziningi ze-Apple Stores ezisetshenziswe yi-Apple emhlabeni wonke, badayise uphawu olubomvu. Olunye usuku umbala we-Apple ongena esikhundleni sombala walo, ungoSuku Lomhlaba, nini umbala ojwayelekile uthathelwa indawo luhlaza.