Apple launched a Product Red iPod nano this morning.
The product will be called the iPod nano (Product) Red Special Edition. The device was created by U2 lead singer, Bono and Bobby Shriver to "engage business in the fight against AIDS in Africa by getting the world's most iconic companies to make uniquely branded products", Apple said.
The company has published a dedicated webpage for the product here.
The product will get a major public airing during a special edition of the Oprah Winfrey show in the US tonight. It's a 4GB red iPod nano and costs £129. Apple will contribute $10 from each sale to a central fund that buys the drugs needed to save millions of African lives.
Bono is appearing as a guest on Winfrey's show. A segment of the show was filmed in Chicago yesterday. It saw the show host and Irish rock singer go shopping, purchasing Product Red products.
The two visited an Apple store and acquired ten Red iPod nanos, according to the Chicago Tribune.
The iPod nano (Product) Red comes in a red aluminum enclosure and features 24 hours of battery life. Apple will also offer a £15 and £25 iTunes (Product) RED gift card for purchase at Apple’s retail and online stores next month.
Apple CEO Steve Jobs told Associated Press: ''I've never been to Africa, but you don't have to go there to know there are a lot of people dying of AIDS there. In a small way, this is something we could do about it.''"We're ecstatic that Apple is giving their customers the choice to buy a red iPod nano and help women and children affected by HIV/AIDS in Africa," said Bono. "It's wonderful to see this incredible level of commitment from companies that are willing to lend their creativity in the fight against AIDS in Africa, the greatest health crisis in 600 years."
Jobs added: "We're honoured to work with Bono, (Red) and this team to contribute to an incredibly important initiative and help change the way people think about AIDS in Africa."
The Global Fund to Fight AIDS, Tuberculosis and Malaria was established in 2002, with the support of the world's leaders and UN Secretary General Kofi Annan, to increase resources to fight three of the world's most devastating diseases. To date, the Global Fund has committed $5.2 billion to more than 363 programs in 131 countries.
The release marks the US launch of the campaign. Other comapnies taking part include: Gap, Motorola, Converse, and Giorgio Armani.
"We want to change history by writing its future," said Bobby Shriver, CEO of Red. "With (Product) Red, consumers can tap into the power of commerce to do something amazing and unprecedented. Our partners have created incredible products that consumers will want and need, which is the beauty of the campaign. We're not asking anyone for a donation or for them to change their behaviour. People buy things every day. But now, when they buy (Product) Red, they will look good and do good - and that's good business."