Timothy Cook, the CEO of Apple has invested in Nebia, a start-up company located in San Francisco that is developing a water-conserving showerhead.  As reported in the New York Times, the investment is a personal one for Cook, and not one made by the company. Nebia has attracted investment from other big names in Silicon Valley, but refuses to disclose any hard numbers at the present time.

This rare investment in a startup called Nebia, which is building a modern shower with the goal of improving the experience of taking a shower and, more importantly, reducing the amount of water needed by 70%.

The jargon-filled pitch for Nebia’s shower head, per its website: “Our H2MICRO technology atomizes water into millions of droplets to create 10 times more surface area than a regular shower. More water comes in contact with your body leaving your skin feeling clean and hydrated.”

“We decided to start with the shower because it is, in the house, among the biggest users of water and, more importantly, it is peoples’ personal alone time with water,” Winter says. “If we can cause a change there through a better experience, then we can really do something powerful.”

The idea is that the microdroplets of water feel luxurious — somewhere between a steam room and a shower, according to the creators — which makes it a more appealing water-saving option than showerheads that slow water flow to a trickle.The shower technology they are working on could reduce the water used while taking a shower by as much as 70 percent. From the story:

The product uses nozzles to break water up into tiny droplets, which increases the surface area of where the spray can go. While the average shower takes 20 gallons of water, Nebia said its product used six gallons… Since October, Nebia has tested prototypes of the shower head inside locker rooms in some Equinox gyms and on the campuses of Apple, Google and Stanford University.

Read the full story on the New York Times website here.