Despite Trump: Apple unchanged the pride flag unchanged

Before the “Pride Month” in June, Apple announced its “Pride Collection” for 2025: This is composed of a new Apple watch bracelet as well as an associated colorful wallpaper for iPhones and iPads and a dial for smartwatch. All of this “to celebrate the strength and beauty of the LGBTQ+Communities around the world”, As the company announced on Monday.

The new desk background is an integral part of the operating system and will be delivered with the upcoming version iOS / iPados 18.5. The new Pride dialing sheet is in parallel in Watchos 11.5. The system updates are likely to be available for download for the general public in the coming week.

Trump travels diversity programs

This year, the group also sets a particularly clear political sign in the USA’s home market with the Pride Collection. The government of US President Donald Trump plans to turn the clock back with regard to diversity programs (Dei) and regulations for the LGBTQ+scene. Apple has already advised Trump’s crosshairs: The group has to “get rid of its DEI initiatives completely and not just adapt,” said the US President in February. Dei stands for “diversity, equity and inclusion” – diversity, equality and inclusion.

Other corporations, also in the IT sector, immediately sawed off corresponding programs, according to Google, according to reports, for example, the Pride Month without further ado from his calendar service.

For many years “Pride” at Apple

The Pride watch bracelets have a long tradition at Apple, they go back almost 10 years. Tim Cook 2014 was the first CEO of a US giant company as gay. Apple’s commitment around LGBTQ+ is therefore considered to be authentic and not just a marketing vehicle to get off a few watch bracelets.

At the same time, Cook is visibly trying to maintain the good connection to Trump. A lot is at stake for Apple: The punitive tariffs promised by the US government could cost up to $ 900 million in the current business district alone, Cook recently estimated-even though the iPhone demand in the USA can largely be covered by devices manufactured in India instead of in China.