Apple Launches 'Donate' Feature On iTunes For Breast Cancer Awareness Month

Apple is observing Breast Cancer Awareness Month by launching the "Donate to City of Hope" feature on iTunes, according to Billboard.

The feature will be part of the online music store throughout the month of October. All donations from iTunes subscribers will go to the City of Hope charity.

The organization is a known research and treatment center that helps individuals fight cancer, as well as diabetes and other life-threatening illnesses. Founded in 1913, City of Hope has been working to make it easier to detect life-threatening diseases, including lymphoma and brain cancer, and also to prevent and treat them, says a TechCrunch report.

Among the accomplishments of the organization is having provided fund for research that saw the link between women getting at least three to four hours per week of exercise and a diminished breast cancer risk.

City of Hope has tied up with the music and entertainment industries through the years. The organization mounts concerts throughout the U.S. to raise fund for cancer research and has collected $100 million through these events, according to Billboard.

This is the first time that Apple and City of Hope have worked together for the cause of breast cancer awareness. However, this isn't the first time that the tech giant is using iTunes as a platform for collecting donations for a charitable cause.

Via iTunes, Apple collected relief funds following the tsunami in Japan in 2011, storm Sandy in the U.S. in the same year, and typhoon Haiyan in the Philippines in 2013.

TechCrunch opines that backing City of Hope for breast cancer awareness might signify Apple's move, under CEO Tim Cook's direction, into a broader kind of philanthropy from being focused on specific disasters.  

Cook also introduced, in 2011, a new scheme for raising relief funds within the company. Under it, all donations made by employees would be matched by the company, says 9TO5Mac.

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