Apple’s App Store is about to go green in a big way


    As part of its broader environmental efforts, Apple on Thursday is launching a new app campaign, Apps for Earth, in conjunction with the World Wildlife Fund (WWF), an environmental advocacy organization.

    The campaign, which is similar to 2014’s Apps for (RED) initiative, is designed to raise awareness about the WWF’s core focus areas — conservation of forests, oceans, fresh water, wildlife and food, as well as climate change.

    Here’s how it works: Apple has teamed up with 24 app developers to build custom content related to the WWF’s mission. Additionally, from April 14-24, 100% of the proceeds of those apps — both from paid-app purchases and campaign-specific in-app purchases, will go directly to the WWF.

    The app collection features 27 different apps, including everything from free-to-play games such as Kendall & Kylie and Star Wars Galaxy of Heroes to utility apps such as the photo editor Enlight. Many of the apps are available worldwide, and the campaign itself is global.

    Carter Roberts, President and CEO of the WWF, sees this as a way to reach hundreds of millions of people who access the App Store every day.

    Lisa Jackson, Apple’s vice president of Environment, Policy and Social Initiatives and former head of the U.S. Environmental Protection Agency (EPA), told Mashable it was important to work with Apple’s “great developer partners” on a broader project that raises awareness of the WWF’s goals.

    The campaign isn’t just limited to the App Store. Jackson says the initiative will have a presence on (and its newly revamped Environmental page) and at Apple Stores. Apple retail stores will have apps related to the campaign running on display devices, and the leaf on the Apple logo at 132 stores will turn green.

    Jackson says Apple contacted developers — in some cases months ago — about the campaign. The implementation for each app is different, with some taking an educational approach and others going for something more thematic.