Apple today announced that it will donate $1 to (RED) for every purchase made with Apple Pay on Apple.com, through the Apple Store app, or at an Apple Store worldwide through December 2, up to a total of $1 million.
Apple says 100 percent of all proceeds generated by (RED) partners goes to fund HIV/AIDS programs in Africa, as part of The Global Fund to Fight AIDS, Tuberculosis, and Malaria. Since 2006, Apple has raised over $220 million for (RED) through the sale of red-colored products and accessories.
Giving to a cause is noble but that “up to a total of $1 million” sticks in my craw a little bit. For a company worth north of a trillion dollars and one that will make billions of dollars from consumers this holiday season, a million dollars isn’t even a drop in the ocean of cash Apple has.