The ice bucket challenge is an effort to promote awareness and raise money for ALS disease. Once 'challenged' you must pour a bucket of ice water over yourself and then challenge some of your own friends. If you fail to do the challenge within 24 hours, you must donate money to the cause.
Other tech executives have joined in on the ice bucket challenge such as Microsoft CEO Satya Nadella and Facebook's Mark Zuckerberg.
After completing the challenge, Phil Schiller challenged Apple CEO Tim Cook to follow suit. He has 24 hours to do so, or donate money, so we'll let you know if he decides to join in on the fun.