As we noted earlier, the ice bucket challenge is an effort to promote awareness and raise money for ALS disease, also known as Lou Gehrig's 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.
Tim Cook accepted the challenge from Phil Schiller at the company's Inclusion and Diversity Beer Bash, an event help for employees at the company's headquarters earlier today.
Tim Cook has now challenged Apple board member Bob Iger (Disney CEO), musician Michael Franti, and Dr. Dre, who just recently joined Apple as part of the Beats acquisition.
There is no official video yet, but check out an Instagram video below from the event.