My guess at the timeline of Tim Cook reaction:
1. SPLC has recently been in the spotlight regarding gay discrimination issues
2. Tim Cook is familiar with this
3. SPLC is mentioned regarding Charlottesville because they've been posting about Jason Kessler (the alt-right guy protesting the statue removal measure by alt-left guy, Wes Bellamy, Vice-Mayor of Charlottesville)
4. Tim Cook watches TV
5. Tim Cook is triggered without thinking and throws money at lawyers close to a unrelated cause he is personally close to
Here's a big problem: The SPLC has an extensive write up about Kessler here:
https://www.splcenter.org/fighting-hate/extremist-files/individual/jason-kessler
This whole event is in the context of a larger ongoing grudge match between this clown and this other clown Bellamy. However Bellamy is also a documented hate-filled, stupid bigot for some incredibly vile stuff he's posted to Twitter. The SPLC mentions this briefly in their Kessler write-up, (but only dead links to claims on Kessler's personal site).
To be clear, 8 months ago, Wes Bellamy resigned from the Virginia Board of Education in disgrace over this (why he didn't resign as vice-mayor as well, nobody seems to question).
https://www.washingtonpost.com/news...vulgar-tweets-surface/?utm_term=.e0356ff8139b
But the SPLC who is jumping all over Kessler, couldn't be bothered to cover Bellamy's directly related bigotry, nor his long associations and membership in alt-left groups, one of the main ones involved in the riots in Charlottesville.
At the very least, the SPLC is selectively lazy in their focus, at worst they are picking sides among hate groups for shallow political affiliation reasons. Whatever the angle, its inexcusable.
Apple looks foolish and incredibly shallow, for directly supporting a group thats practicing willful ignorance over hate. Tim Cook screwed up royal here rushing to be white knight, these are not the good guys. He needs to quickly write a retraction, rescind Apple's donation, and redirect Apple's 'generosity' to a more appropriate entity, before this completely explodes in his face.