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Apple CEO Tim Cook rocks in his chair as he meets the question with an unyielding gaze. "Of course corporations should have values, because people should have values," says the soft-spoken tech leader, who has been vocal on a range of civic issues, from gay rights to privacy rules. "And corporations are just a bunch of people." Cook met with USA TODAY to discuss the company's expanded corporate partnership with (RED), the 20-person organization founded by U2 singer Bono that has had an outsized impact on those suffering from HIV/AIDS by providing life-saving medicines. .

Beginning Wednesday, which in Australia marks December 1's World AIDS Day, Apple will festoon 400 stores, a fourfold increase from last year, with (RED) signage, while expanding the number of products, games and apps whose purchases channel an undisclosed percentage of their sales price to the organization.

Among the new (RED) products are an iPhone 7 battery pack case and Beats Solo 3 Wireless headphones. Nearly two dozen games such as Angry Birds and Clash of Clans will donate all proceeds from in-app purchases. And for every item bought at an Apple Store using Apple Pay, the company will donate 1 to (RED), up to 1 . Bank of America will match that donation when its cards are used in an Apple Pay transaction