Because the world grinds to a halt as a result of coronavirus pandemic, the impression on companies giant and small is palpable. Shops are shuttered across the nation, motion pictures are lacking out on profitable theater runs, and tens of millions are all of a sudden discovering themselves with no paycheck for the foreseeable future.

Apple, in fact, is among the many most closely impacted. Again in February, it was one of many first firms to revise its steerage for the primary quarter attributable to “a slower return to regular situations.” Whereas manufacturing has since improved, the impact on the second-quarter outcomes stays to be seen and it’s prone to be ugly. Regardless that a brand new iPad Professional and MacBook Air are right here, Apple’s fashionable retail shops stay closed world wide and certain might be for weeks to come back.

That hasn’t stopped Apple from stepping as much as assist others affected by COVID-19. That begins with its personal workers. Whereas Apple has closed greater than 300 shops worldwide and implanted a work-from-home coverage, it’s nonetheless paying all hourly employees “in alignment with enterprise as ordinary operations.” Moreover, the corporate has prolonged its sick depart coverage to accommodate private or household well being illnesses associated to COVID-19, together with obligatory quarantines and childcare challenges attributable to college closures.

apple store union square san francisco Leif Johnson/IDG

Apple remains to be paying its retail employees regardless of lots of of shops being shuttered world wide.

Tim Prepare dinner additionally introduced that Apple has dedicated $15 million to assist with the worldwide COVID-19 restoration efforts, in addition to “a considerable donation together with medical provides to Protezione Civile in Italy, to assist the heroic first responders, medical personnel & volunteers.” Moreover, Apple will match COVID-19-related worker donations two-to-one. And earlier this week, Vice President Mike Pence introduced that Apple might be donating 9 million face masks to healthcare employees throughout the nation, which Tim Prepare dinner later upped to 10 million.

These are definitely noble efforts. Apple has been a transparent and constant chief within the company response to the coronavirus because the starting of the outbreak and can undoubtedly proceed so long as the disaster lasts. Whereas gross sales will definitely take a big hit, its model picture is as sturdy because it’s ever been, and it’s well-suited to navigate the uncertainty.

Free play for the Arcade

Whereas a big a part of its power is because of its numerous product line, its $200 billion-plus money readily available doesn’t harm. Whereas that’s down from its excessive of $245 billion in January 2019, it’s nonetheless a large chunk of change that the majority firms would die for. Prepare dinner and CFO Luca Maestri have completed an admirable job of maintaining buyers, workers, and clients completely satisfied, whereas nonetheless constructing a large battle chest.

apple arcade ipad Leif Johnson/IDG

A free six-month subscription to Apple Arcade would go a good distance.

However for all Apple has completed for its workers, healthcare employees, and communities impacted by the coronavirus, its clients haven’t gotten any aid (although to be honest, Apple did replace the keyboard on the brand new lower-priced MacBook Air). Whereas firms comparable to Google, Microsoft, Peloton, the NBA, and even wi-fi carriers are extending trial durations or providing providers for a lowered price, Apple has but to low cost any of its providers throughout the quarantine.

Whereas it does provide a free 12 months of Apple TV+ to anybody who buys a brand new Apple system, it could be a pleasant providing to increase a couple of free months to non-Apple customers. Or possibly open up Apple Music for 3 months to anybody who needs to hear. Or heck, what about upping iCloud storage from 5GB to 50GB for individuals working from dwelling?

However the perfect factor Apple might do for households struggling to juggle working and little one care is six months of free Apple Arcade. Sure, I do know it’s solely $5 a month, nevertheless it’s as a result of it’s solely 5 bucks a month that makes it such an ideal candidate. Apple can simply take in the prices, and households would get one other outlet for maintaining their children entertained without having so as to add one other subscription. Apple Arcade is crammed with video games for all ages, and opening it up without cost could be a boon to everybody—mother and father, children, and builders alike.

Reduce on the minimize

Talking of builders, Apple might be doing extra to assist them too. Lots of them are one- and two-person outlets, so even when they’re not essentially at risk of shedding their jobs, they’re definitely feeling the consequences of the coronavirus. And with extra individuals than ever streaming and downloading apps and video games whereas at dwelling, the stress and exhaustion ranges are doubtless at all-time highs.

app store developers check Apple

Since WWDC 2018, Apple has handed out greater than $55 billion to builders.

And I believe it’s a good time for Apple to indicate builders simply how beneficial they’re. Prepare dinner likes to brag about how a lot cash Apple has paid out to app makers, however each quantity comes with a caveat: Apple’s minimize. In January, Apple introduced that App Retailer gross sales led to has paid $155 billion to builders since 2008, which is definitely a large sum, nevertheless it additionally means Apple made some $15 billion as nicely.

I definitely don’t begrudge Apple for charging a charge for each App Retailer sale, particularly while you consider advertising and marketing, supply, and internet hosting. But when there was ever a time for Apple to droop its minimize, it’s now. Paying an additional 30 p.c to builders could be each a present of religion and gratitude to a body of workers that Apple is dependent upon, lots of whom are as devoted as Apple’s personal workers.