By now you’ve probably heard of the scandal that erupted over the past few days over a “Baby Shaker” app that debuted on Monday. Apple pulled it from its App Store Wednesday after a public outcry.

The 99-cent app presented a crying baby the user quieted by shaking the phone. The silenced baby had two red X marks over its eyes.

In a week that otherwise featured great news from Cupertino – a record non-holiday quarter and the billionth app sold from the App Store – the affair was an inopportune distraction.

Responding to multiple media inquiries, Apple spokesperson Natalie Kerris delivered this brief apology Wednesday:

“This application was deeply offensive and should not have been approved for distribution on the App Store. When we learned of this mistake, the app was removed immediately. We sincerely apologize for this mistake and thank our customers for bringing this to our attention.”

The developer responsible for Baby Shaker, Sikalosoft, apologized as well. A statement on its Web site says, in part: “Yes, the Baby Shaker iPhone app was a bad idea. You should never shake a baby! Even on an Apple iPhone Baby Shaking application. In case you are unaware Baby Shaker was an Apple iPhone application that was greatly lacking in taste.”

But several organizations concerned with the prevention of head trauma to infants and children remain unsatisfied. In particular, the Sarah Jane Brain Foundation has announced a prolonged national demonstration against Apple and iPhone partner AT&T that will run from May 3 through May 17 across 15 U.S. cities unless Apple does more to atone for its error.

This is one of those times when Apple’s characteristic reticence does not serve it well.

The Baby Shaker app is offensive in a way much more profound than some of the other questionable offerings on the App Store, such as those that make rude noises or simulate bouncing breasts. This app made a joke out of a deeply serious and tragic issue.

And because from the outset Apple has insisted on screening every app, it assumes responsibility for anything objectionable.

That means Apple is on the hook for more than just a terse 44-word statement. It has a raging PR fire on its hands, and the quicker it acts to extinguish it the better.

The folks at the Sarah Jane Brain Foundation have requested Steve Jobs publicly apologize to the families and victims of Shaken Baby Syndrome, provide a full explanation of how the app got through Apple’s screening process and take action to “mitigate the damages it has caused to the many prevention efforts throughout the country.”

Mostly, I agree. One of Apple’s greatest assets is its image. Allowing that image to become further tarnished by this incident is unwise and unnecessary. Waiting for it all to “blow over” would make Apple look like just another big, callous corporation.

Here’s what Apple should do:

Get personal: Tim Cook, not Steve Jobs, should apologize to the families. Cook is in charge during Jobs’ medical leave; it’s his responsibility to deal with any crisis. Showing some heartfelt contrition here would help defuse much of the anger.

Fix the system: Apple is loath to offer any details about how it does anything internally, but could at least say it is investigating how the Baby Shaker app got approved. Better still, it could promise to identify the responsible employee(s) and discipline them. That could mean involuntary discharge, though that would be up to Cook. Apple needs to fix whatever went wrong not only to placate the offended, but for its own good.

Make a contribution: Since it was sold for only two days, the Baby Shaker app likely caused little actual harm, so I don’t see much need for Apple to create a plan to mitigate damage.

But that doesn’t mean Apple shouldn’t try to help. The company has a vast pile of cash – $28.9 billion -- at its disposal. Some large donations to a few organizations working to help victims and families of Shaken Baby Syndrome would be a great gesture and could make a real difference.

Ironically, the publicity from this unfortunate incident probably will help those organizations by focusing a great deal of attention on an issue most people rarely think about. Raising public awareness is a major function of these groups.

Although Apple never should have let this happen, a pro-active approach could mitigate damage to its image while aiding a worthy cause.

But only if it can defy its obstinate corporate culture. Frankly, I’m not sure that’s possible.