Once it was clear that Hurricane Sandy had caused unprecedented damage across miles of East Coast cities and towns, Apple quickly put up a donation scheme within iTunes so that customers could donate easily and quickly to help out with the cost of relief. As well as that, Tim Cook has just sent a letter to Apple employees stating that Cupertino will be helping out further with a donation of $2.5 million. The full letter is over at 9to5Mac. He states within it:
“For the past week, our thoughts have been with those affected by Hurricane Sandy and its aftermath. And Apple employees and customers the world over have raised millions of dollars toward the relief effort so far. But we can always do more.
That’s why on behalf of all our employees, Apple is making a donation of $2.5 million to the American Red Cross to benefit Hurricane Sandy Relief.”
The title of this article? We’ve heard so much about what Apple shouldn’t be doing recently. Whether its Maps, or releasing a smaller iPad which Steve Jobs always said would never happen. In fact, every time Apple shows any signs of imperfection, it’s always put down to the fact that the former CEO is no longer with us. Yes, Steve Jobs was an incredible individual, but Apple certainly made its mistakes under him too. I only need mention MobileMe and iPhone 4 “antennagate” and it becomes clear that Cupertino didn’t get everything right, even under Jobs.
One thing they got consistently wrong before Tim Cook took over was its philanthropy. Steve Jobs wasn’t keen on it – to say the least. While Microsoft and Bill Gates were donating millions to good causes, Apple was sat raking in hoards of cash. As soon as Cook took over, he announced a new donations scheme in which Apple would match dollar-for-dollar anything given to charity by its employees. And now, a one off donation of $2.5 million? That certainly would not happen under Jobs. Bottom line: Apple is in good hands. Our new CEO has a good heart too.