Apple CEO Steve Jobs has been called upon to do something to support the issues he believes in.

A new opinion piece by Cult of Mac author Leander Kahney contrasts Jobs with Microsoft co-founder Bill Gates. It observes that while Gates is seen as a greedy businessman and Jobs as a technology rock star, the roles are in fact reversed.

While Gates gives millions of dollars away to numerous charities, using his wealth and privilege to support causes he believes in, Jobs does no such thing - or if he does, the eminently private billionaire makes little fanfare about it.

"Jobs has said nary a word on behalf of important social issues, reserving his talents of persuasion for selling Apple products," writes Kahney.

"In the last decade or more, Jobs has not spoken up on any social or political issue he believes in - with the exception of admitting he's a big Bob Dylan fan," he observes.

The opinion piece accuses Jobs of subverting the images of leading radicals, such as Gandhi or Lennon, solely in order to sell Macs and the Apple brand within the "Think Different" campaign. "He uses social issues to support his own selfish business goals," Kahney writes.

"On the evidence, he's nothing more than a greedy capitalist who's amassed an obscene fortune. It's shameful. In almost every way, Gates is much more deserving of Jobs' rock star exaltation."

Kahney calls on Jobs to himself think different and to speak up about the issues that matter to him.