The other day Tim Cook (@tim_cook) tweeted:
Our hearts go out to the people of Sulawesi and all of Indonesia after this weekend’s devastating earthquake and tsunami. Apple is donating $1 million to aid relief efforts as this beautiful country starts to rebuild.
I feel bad for the earthquake victims too, but this kind of marketing makes me a little ill.
Best I can tell Apple reported 53.8 billion dollars in profit over the last year. If you compared the ratio of their donation to say a person making $100,000 a year, the donation would be $1.86.
Now I don’t want to say a million dollars isn’t a big impact to the receivers of the donation, I’m sure it is — but it just feels a little cheap to announce it and have everyone retweet it, the media website repost it, all to build up this fake “good will” sentiment. Hell, you can’t even buy a media ad campaign for that cheap.
Some might say, well Apple needs to answer to their shareholders and this is how every company works. Well I say, everyone has a choice, and yeah it can be easier to fall in line and do the expected but I root for the person who is going to step out of line and Think Different.
At a minimum, donate your $1.86 annomously without looking for a thank you.