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Apple's Phil Schiller takes ALS "ice bucket challenge", challenges Tim Cook


Have you heard of the ALS (Amyotrophic Lateral Sclerosis, AKA "Lou Gehrig's Disease") Ice Bucket Challenge? The challenge is a fundraiser to pull in funds for the ALS Association in which celebrities and non-celebrities alike pour a bucket of ice water over their heads and then challenge others to do the same, or make a donation to fight ALS within 24 hours. It's been a whopping success, raising US$4 million in donations since July 29 -- compared to $1.12 million during the same period last year -- and adding 70,000 new donors. Apple marketing head honcho Phil Schiller took to a California beach yesterday to soak himself, then challenged Apple CEO Tim Cook and a celebrity friend to join in on the fun.

Schiller sent out three pictures via Twitter showing himself in a dry Boston College T-shirt, dumping the bucket of ice water over his ear, and soaked and smiling afterward. Schiller then challenged his wife Kim, Tim Cook and NCIS: Los Angeles actor Chris O'Donnell to also "take the plunge" and/or donate to the ALS Association.

Cook has until 7:57 PM PT tonight to respond. The whole world is watching... TUAW readers can make a donation to the ALS Association and join in on the challenge.

Apple's Phil Schiller takes the Ice Bucket Challenge for ALS

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