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Apple raises money for World Wildlife Fund with 'Apps for Earth' promotion

If you noticed that the App Store is looking a little green today, do not adjust your display settings. On Thursday, Apple launched a new App Store promotion that raises money for the World Wildlife Fund, in celebration of Earth Day later this month.

With this “Apps for Earth” initiative, 100 percent of proceeds collected from participating apps through downloads and in-app purchases will be donated to the WWF, which supports nature conservation efforts around the globe. The promotion will run through April 24, two days after Earth Day. 

“To succeed in our work, we need big ideas with big impact,” Carter Robers, President and CEO of the World Wildlife Fund’s U.S. division, said in a statement about the campaign’s launch. “Apps for Earth delivers on that in an unprecedented way and we couldn’t be more excited about it.” 

Participating apps include WWF Together, educational app The Earth, and photography app VSCO—which all support the theme of conservation and exploration. However, you’ll also find a healthy selection of games, like Disney Infinity: Toy Box 3.0, Candy Crush Soda Saga, Kendall and Kylie, and Trivia Crack. Here’s the complete list of participating apps, 27 total:

  • Angry Birds 2
  • Best Friends
  • Candy Crush Soda Saga
  • Cooking Dash 2016
  • Cut the Rope: Magic
  • Disney Infinity: Toy Boy 3.0
  • Dragon City Mobile
  • Enlight
  • Hay Day
  • Hearthstone: Heroes of Warcraft
  • Jurassic World: The Game
  • Kendall and Kylie
  • Line
  • Line: Disney Tsum Tsum
  • Map My Run
  • Marvel Contest of Champions
  • Peak – Brain Training
  • Procreate Pocket
  • Recolor – Coloring Book for Adults
  • SimCity BuildIt
  • Star Wars: Galaxy of Heroes
  • Tabs & Chords by Ultimate Guitar
  • The Earth by Tinybop
  • Trivia Crack
  • VSCO
  • WWF Together
  • Yoga Studio 

Look for the special World Wildlife Fund promotions and deals within the apps to make sure your in-app purchases are for a good cause—some apps have certain restrictions on which purchases will actually be donated. 

Why this matters: Apple has been ramping up its Earth-friendly efforts, and this campaign is just one of many ways the company is trying to establish itself as a leader in the green tech space.

At the iPhone SE launch event in March, Apple showed off a video of its iPhone-recycling robot named Liam, and discussed the steps they made to make their product packaging 99-percent recyclable or sustainable. Besides that, Apple has invested in solar energy, cleaner manufacturing, and building efforts that don’t disrupt natural habitats. This app campaign may seem small, but it involves iOS device owners in the conservation process, too, and has the potential to reach millions of people.

IDG Insider

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