Apple donates Rs 7 crore for Kerala's flood victims

Apple has announced a donation of Rs 7 crore towards relief and rehabilitation efforts in Kerala, where severe floods have caused widespread destruction and displaced hundreds of thousands of people.

The US-based technology giant said on Saturday that the contribution would support the relief work being carried out by Mercy Corps India and the Kerala Chief Minister's Distress Relief Fund.

"We're heartbroken by the catastrophic flooding in Kerala. Apple is donating Rs 7 crore to support the life-saving work Mercy Corps India and the Chief Minister's Distress Relief Fund are undertaking to support survivors, help those who have been displaced and rebuild homes and schools," the company said in a statement.

Apple has also made it easier for customers around the world to contribute to the relief effort. The company added support banners to its website as well as the App Store and iTunes Store, directing users to a donation option for Mercy Corps.

"We have also activated a donation button on iTunes and the App Store so customers who wish to donate to Mercy Corps' efforts can do so easily," Apple said.

Customers were able to contribute $5, $10, $25, $50, $100 or $200 using credit or debit cards. Apple has previously used its digital platforms to facilitate donations during major humanitarian disasters.

The announcement came as Kerala continued to deal with the enormous human and economic impact of the floods. At least 417 people had died in rain- and flood-related incidents since the beginning of the monsoon season, while 8.69 lakh people remained in 2,787 relief camps.

Chief Minister Pinarayi Vijayan said the deaths had been recorded since the monsoon began on May 29, with 265 fatalities occurring from August 8 alone, when exceptionally heavy rainfall triggered the worst flooding the state had experienced in nearly a century.

As floodwaters began receding in several areas, hundreds of people started returning to their homes. However, the scale of destruction meant that many families continued to depend on relief camps and emergency assistance.

The relief effort was increasingly shifting from immediate rescue and shelter towards rebuilding homes, schools and essential infrastructure, making financial contributions from governments, companies and individuals important to Kerala's long-term recovery.