Apple and the World Wildlife Fund have announced that Apple’s recent “Apps for Earth” promotion raised more than $8 million to support the conservation work of the WWF.
The Apps for Earth promotion, timed to take place to celebrate Earth Day, ran from April 14 to April 24 and saw dozens of apps offering special in-app purchases with 100 percent of the proceeds going directly to the World Wildlife Fund.
Apps for Earth
During the promotion, Apple updated the theme of the front page of the App Store to highlight the promotion, with environmentally conscious messages and categories. Participating developers also heavily promoted the cause, with some developers even changing app icons and graphics to highlight the promotion.
From the announcement:
During the ten-day campaign in April, Apple, WWF and 24 developers worked together to help the planet, one app at a time.
Through interactive and educational content created exclusively for Apps for Earth, the campaign gave participants an opportunity to actively engage in conservation and contribute to WWF’s mission.
100% of the proceeds from participating apps and In-App Purchases go to support WWF’s conservation work.
— World Wildlife Fund (@World_Wildlife) June 15, 2016
This marks the second time Apple has partnered with the WWF. In addition to the annual promotions, Apple in 2015 began a multi-year project in cooperation with the organization to protect up to 1 million acres of responsibly managed working forests in China.