Hundreds of millions are spent on PR, huge departments/agencies are carefully crafting the CEO's public image (in the case of Cook the humble, charitable man) to convey or moderate the daily truth: their ruthless business practices, where they control complete industry segments and bind countries and even continents to their willing.
Sorry to disturb any form of rooky/innocent/juvenile romanticism: FADAN industries are the worst and Apple is the biggest of them.
The idea is to keep the guy in the street away of from that hard reality. So yes, to that guy 1 million is a great number. That's exactly why PR departments and agencies (consuming a multitude of that by the day themselves) engineer that number as a banner in a news item. And they know all rumor/news sites will frantically copy it - as they actually run them, or at least their news hunger.
Now if you'd ever start to develop your own, souvereign notion of proportionalism (which, from your contributions on this forum, seems doubtful to happen anytime soon) you'd start to realize how small that is in the myriad of big events of the billions and how completely spinned, controlled, wicked it is - far from anything spontaneous or sincere that we, ordinary people in the street, would call a donation.
Now you may keep replying "but still 1 million is a big contribution that no one in this forum ever matches" etc. which may be the case from your perspective, and then I'd say: Welcome in the wicked world of business. You're still an outsider...the little guy in the street that swallows every bit of engineered PR that the big industries want you to swallow. They want you to see that 1 million from the Joe Sixpack-perspective. And you're the best breed of juveniles dancing for them - a free missonary proclaiming their spin on charity - without even realizing it yourself