Because the world grinds to a halt as a result of coronavirus pandemic, the affect on companies massive and small is palpable. Shops are shuttered across the nation, films are lacking out on profitable theater runs, and thousands and thousands are instantly discovering themselves and not using a paycheck for the foreseeable future.

Apple, in fact, is among the many most closely impacted. Again in February, it was one of many first corporations to revise its steerage for the primary quarter resulting from “a slower return to regular circumstances.” Whereas manufacturing has since improved, the impact on the second-quarter outcomes stays to be seen and it’s more likely to be ugly. Though a brand new iPad Professional and MacBook Air are right here, Apple’s standard retail shops stay closed around the globe and sure shall 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 staff “in alignment with enterprise as regular 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 resulting from faculty closures.

apple store union square san francisco Leif Johnson/IDG

Apple remains to be paying its retail staff regardless of a whole lot of shops being shuttered around the globe.

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 shall be donating 9 million face masks to healthcare staff 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 major hit, its model picture is as robust 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 energy is because of its various product line, its $200 billion-plus money readily available doesn’t damage. Whereas that’s down from its excessive of $245 billion in January 2019, it’s nonetheless a large chunk of change that the majority corporations would die for. Prepare dinner and CFO Luca Maestri have carried out an admirable job of preserving traders, workers, and prospects blissful, whereas nonetheless constructing a large warfare 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 carried out for its workers, healthcare staff, and communities impacted by the coronavirus, its prospects haven’t gotten any reduction (although to be honest, Apple did replace the keyboard on the brand new lower-priced MacBook Air). Whereas corporations similar to Google, Microsoft, Peloton, the NBA, and even wi-fi carriers are extending trial intervals or providing companies for a lowered value, Apple has but to low cost any of its companies through the quarantine.

Whereas it does provide a free yr of Apple TV+ to anybody who buys a brand new Apple machine, it might be a pleasant providing to increase a couple of free months to non-Apple customers. Or perhaps open up Apple Music for 3 months to anybody who desires to hear. Or heck, what about upping iCloud storage from 5GB to 50GB for folks 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, but it surely’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 preserving their youngsters entertained without having so as to add one other subscription. Apple Arcade is crammed with video games for all ages, and opening it up totally free can be a boon to everybody—mother and father, youngsters, and builders alike.

In the reduction of on the minimize

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

app store developers check Apple

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

And I feel it’s a good time for Apple to point out 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, but it surely additionally means Apple made some $15 billion as nicely.

I definitely don’t begrudge Apple for charging a payment for each App Retailer sale, particularly whenever you think about 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 can be each a present of religion and gratitude to a body of workers that Apple relies on, lots of whom are as devoted as Apple’s personal workers.