Apple is turning its attention and resources back to a decade-long partnership with the Product (RED) campaign today. The company has kicked off an effort meant to coincide with Thursday’s World AIDS Day and is introducing several new products, special limited-edition items for games in the App Store, and donations tied to certain Apple Pay purchases — all intended to nudge customers to join the fight against AIDS.

At a small press gathering in New York City on Tuesday, Apple VP Lisa Jackson said “We’ve been part of (RED) from the beginning,” adding that the partnership “really aligns with who we are as a company.” The campaign, which includes other partners such as Starbucks, Coca-Cola, and Bank of America, has raised over $360 million…

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