updated 11:01 am EDT, Thu August 14, 2014
Donations going to ALS Association
[Update: Tim Cook answers challenge] Apple's worldwide marketing head, Phil Schiller, has joined in on the "ice bucket challenge" currently making the rounds on social media to raise awareness and money for combatting ALS. In a Twitter post, Schiller includes photos of himself standing on a beach and tipping a bucket of water over his head. Keeping to the rules, he challenges other people, including his wife Kim, Apple CEO Tim Cook, and fellow Boston College graduate Chris O'Donnell, currently best known for starring in NCIS: Los Angeles. Later on Thursday, Cook answered the challenge in front of a crowd of Apple employees.
The publicity gimmick began on July 29, and unlike most of its viral brethren is also benefiting charity. So far, participants have donated over $4 million to the ALS Association and its chapters, which are fighting amyotrophic lateral sclerosis, also known as Lou Gehrig's disease. During the same period last year, the Association had raised just $1.12 million.
Schiller's wife, and O'Donnell have until 7:57PM Pacific time on Thursday to respond by splashing their heads with icewater, making a donation to the Association, or doing both. Schiller appears to have become involved through his Boston College connections; also tagged in the Twitter post is Peter Frates, a former Eagles baseball player who has ALS. In his photos, Schiller is seen wearing an Eagles t-shirt.
(Update) Cook has responded to the challenge, having a bucket of ice water dumped over his head during a "beer bash" party celebrating "Diversity Week" at Apple headquarters. Musician Michael Franti did the honors, as Apple employees cheered. Cook has subsequently challenged Disney CEO and Apple Board member Bob Iger, Apple executive and Beats CEO Dr. Dre, and Franti himself to also take the challenge.