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Bono complained and it appears Apple has listened.

Earlier this year, the U2 frontman gently needled Apple designer Jony Ive in front of an audience of advertising and brand professionals in Cannes over Apple's "modesty" when it comes to promoting its partnership with his Project (RED) charity.

Bono was quoted saying "Apple is so f***ing annoyingly quiet about the fact they've raised $75-million. Nobody knows!"

Modesty was thrown out the window Monday when Apple took the wraps off its latest effort to help the singer's charity achieve its main goal of creating an AIDS-free generation. In a major media and promotional push, Apple has convinced 25 of its top app partners to offer in-app purchases that will go directly to Project (RED), and is not even taking its traditional cut of all App Store revenues.

The partners include top games such as Angry Birds, Clash of Clans, The Sims and The Bubble Witch Saga 2, as well as Kim Kardian's blockbuster fashion app or educational apps like Star Walk 2. Some offer in-app extras in return for purchase, others just share information on Project (Red) (which also funds anti-malaria and tuberculosis programs).

"Apple is a proud supporter of (RED) because we believe the gift of life is the most important gift anyone can give," Tim Cook, Apple's CEO, said in a statement.

The second part of the fundraising partnership begins Dec. 1 when it will remit to (RED) an unspecified portion of sales from all Apple products at its online and physical stores (445 worldwide with 29 in Canada).

Apple stores are not offering any door-crashing sales for this year's Black Friday frenzy. Instead, it seems the company would rather see some of the manic spending of the Thanksgiving and holiday shopping period go to a program it has partnered with since 2006.

The company's official releases did not speculate how much cash it hoped to raise from consumers.

In its last quarter Apple booked revenue of $42-billion (U.S.) with a profit of $8.5-billion, one of the best performances in its history. Apple is holding about $155-billion in cash and securities on its books. About $50-billion or so is held outside the U.S. for tax reasons, some of which  has flowed through a subsidiary in Ireland, Bono's home country.

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