Apple wants to encourage millions of iPhone owners to register as organ donors through a software update that will add an easy sign-up button to the health information app that comes installed on every smartphone the company makes.
Chief executive Tim Cook says he hopes the new software will help ease a longstanding donor shortage.
He told The Associated Press the problem hit home when Apple co-founder Steve Jobs endured an "excruciating" wait for a liver transplant in 2009.
Apple is adding the option to enrol in a national donor registry by clicking a button within the iPhone's Health app, which can be used manage a variety of health and fitness data.
The software will come to all US-based iPhones when the company updates its mobile operating system this (northern) autumn.
