Apple announced on Thursday that it will be launching a new app campaign called "Apps for Earth" as part of its wide environmental effort by donating selected apps sales to the World Wildlife Fund.
As similar as the Apps for (Red) of 2014, the campaign aims to raise awareness about the most important crucial areas of the WWF such as forest conservation, oceans, fresh water, food, wildlife and climate change.
Apple and developers will be making a donation from the earnings of the 27 popular apps in the App Store created for the campaign to the environmental organization as part of Apps for Earth running from now until Apr. 24, according to The Verge.
President and CEO of the World Wildlife Fund Carter Roberts told in a statement, "To succeed in our work, we need big ideas with big impact." He said, "Apps for Earth delivers on that in an unprecedented way and we couldn't be more excited about it."
The campaign is considered to be the first of its kind on account to Apple's recent environmental effort, and due to CEO Tim Cook's cultivation for the company has reflected a more socially conscious image of Apple.
Apple's vice president of environment, policy and social initiatives Lisa Jackson said, "We have been putting quite an emphasis these past few years on environmental initiatives at Apple, really trying to walk the walk with respect to our own operations and how we make and recycle our products. This is about engaging our customers in our work."
Environmental advocates criticized Apple in the past claiming that the company's suppliers were heavy polluters, and that their devices were constructed so tightly that it was difficult to disassemble their component for refurbishing and reusing.
But Apple maintained by leading a number of projects to solve its operation within the company's homeland and abroad, by announcing last year their plans to build a solar energy of 200 megawatts in China, and last month's unveiling of Liam, the company's own recycling robotic system.