Diversity apparently also comes to the test at Apple

Apple's diversity programs come under fire. On Tuesday, CEO Tim Cook already promised that the group may have to make changes because the “legal landscape develops on this matter”. This is reported by the BBC from the annual shareholder meeting of the group. Apple's “leading principle of dignity and respect for everyone” will “never wabble”, promised Cook.

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Trump wants to abolish diversity programs

A shareholder claim to completely abolish the programs for diversity, equality and inclusion (diversity, equity and inclusion, dei) was previously dismissed. The shareholders followed the recommendation of the Apple board. However, this is not unusual: most of such shareholders ultimately fail. The applicants, including a think tank, which was considered conservatively, complained that Apple's DEI programs would provide financial and reputation risks and could result in legal disputes.

On Wednesday, US President Donald Trump personally intervened and publicly asked Apple to “get rid of the DEI rules completely and not just adapt”. The Trump government has long since declared fighting such initiatives around diversity – both with authorities and in the private sector. According to media reports, other US IT giants such as Meta are already dissolving their DEI teams. Reluctantly, this does not seem to be running there: Companies are “culturally neutralized” and “Male Energy” is missing “Meta founder Mark Zuckerberg recently announced in a podcast conversation.

Apple's progressive image

Under the leadership of Cook, Apple increasingly rely more on progressive topics, from diversity to environmental protection to initiatives for “racial equity and Justice”. Cook was the first CEO of a US giant company as a gay for a good ten years ago and also took on a pioneering role. For some customers, some customers therefore ensure that the Apple boss has already positioned himself next to Trump and the Group of the new government does not seem to offer the new government.