It's a little bizarre how people are either 1) upset at Apple for not doing more 2) expecting all companies to do something like this, thus this isn't exceptional.

Addressing point 1 first; there's still time for them to do more. Not only that, but why should private companies be obligated to fund a nation in times of crisis? Sure, it's great when they do, but they already DO pay for this in the form of taxes. Apple is a company; their primary obligation is to their shareholders: their business is business.

Now for point 2: see point one. This is exceptional, and this is really neat. This isn't just some donation of funds to another fund; this was a mandated relief effort in the face of an actual crisis. And it showed (whether or not you think it sincere) that Apple cares. I can't be anything but happy that I support such a company.