The new leader of the technology giant Apple has started a companywide program to match employees’ charitable contributions, Forbes says.

Tim Cook, the company’s chief executive, said in a note to Apple staff members that the Mac and iPhone maker would match their gifts up to $10,000 annually.

“We are all really inspired by the generosity of our co-workers who give back to the community and this program is going to help that individual giving go even farther,” he wrote.

Mr. Cook last month replaced billionaire Apple founder Steve Jobs, whose departure engendered a debate over his and the company’s lack of public philanthropy.