Apple's CEO Tim Cook is the latest notable person to undertake the Ice Bucket Challenge, and doused himself with icy water in the name of charity at a company event earlier today. The challenge was created to raise money for amyotrophic lateral sclerosis, better known as Lou Gehrig's Disease. So far, numerous celebrities and tech personalities have undertaken the challenge, including Apple's marketing chief Phil Schiller, who posted a shot of himself getting doused on a beach today.

As part of the challenge, you can either choose to donate or douse yourself with water, though many have done both. Under the rules you also get to call out others who have to do the challenge themselves, or face social shame. Schiller challenged Cook as part of his run; now Cook has challenged Disney CEO and Apple board member Bob Iger, musician Michael Franti, and Dr. Dre, who joined Apple as part of its $3 billion acquisition of Beats in May.

Update, August 15th 7:30AM ET: Apple has uploaded a longer clip from the event to YouTube.