Now, if Cook would do what the CEO of Gravity just did, that would be earth shaking. Apple has made billionaires out of who knows how many top people. More money than they can spend in several lifetimes. So much money that they often choose to give it away. Why not increase the salaries of their employees who CAN spend it in their own lifetimes--who could easily spend that increase each month in fact, just to live. That would be truly disruptive.