Since Tim Cook has taken over as CEO for Steve Jobs, conventional wisdom has dictated that due to the pair’s cozy relationship and similar style and approach to managing Apple (s aapl), it would be business as usual. That’s not quite correct, as it’s becoming clear Cook has some of his own ideas over how to run the world’s largest technology company by value. Thursday’s news that the company has instituted an employee matching program for charitable giving is one such sign.
MacRumors posted an email Thursday from Cook to employees that detailed the new policy:
Starting September 15, when you give money to a non-profit 501(c)(3) organization, Apple will match your gift dollar-for-dollar, up to $10,000 annually. This program will be for full-time employees in the US at first, and we’ll expand it to other parts of the world over time.
Many companies, particularly those of Apple’s size and influence, have donation matching for employees. So, free of context, this wouldn’t be news. But Apple’s commitment–or more specifically Jobs’–to public giving was questioned in a New York Times column (s nyt) right after Jobs’ departure. It caused a bit of an uproar, and even brought U2 frontman Bono to Jobs’ defense. Bono (correctly) pointed out Apple’s long involvement in (Product) RED by producing a special version of the iPod.
Pointing out Cook’s new policy isn’t to say Jobs didn’t want or like donation matching. But Cook implementing a significant change like that so shortly into his tenure as CEO emphasizes it’s certainly a priority for him in a way it was not for the company before. It also makes us wonder what other things–however seemingly minor they may appear–does Cook have his eye on to tweak at Apple.