Apple committed £1.9 billion ($2.5bn) last year to combat California’s housing crisis. Sure, this is one per cent of the company’s yearly revenue, but it’s been thoughtfully siphoned into several projects, including a £38.3m ($50m) pledge to Silicon Valley’s sustainable housing and homeless prevention organisation, Destination: Home.
Destination: Home’s board, most notably its CEO Jennifer Loving, have spent their lives working to end homelessness. They carry the clout needed to help Santa Clara County’s 7,394 homeless.
Apple refers to the partnership as “working closely with leading experts” and Loving says Apple’s contribution allows her organisation to “scale two proven strategies”. Apple may have reinvented the phone, but they are leaving the wheel well alone here. No gimmicks, or Apple Watches for the homeless, just correctly channelled support. What’s more, companies…
