Phil Schiller, Apple's long time senior vice president of worldwide marketing, is the latest person to pour a bucket full of ice water on his head. It's part of a growing viral campaign to help fund research, and raise awareness of, into amyotrophic lateral sclerosis (ALS), also known as motor neuron disease or Lou Gehrig's disease.
Schiller used his Twitter account to post three images of himself pouring the ice water bucket on himself. The idea behind the ALS campaign is for people to either make a donation to the ALS Association to help fund research into fighting the disease or to have ice water poured on your head. As you might expect, many people who take that challenge on have elected to do both.
Source: Phil Schiller on Twitter