Apple celebrates LGBT rights in new ‘Pride’ video

Screen Shot 2014-07-08 at 12.15.21

Back on June 29, thousands of Apple employees and their families marched in the San Francisco Pride Parade, coming from all over the world to support LGBT rights and to celebrate Apple’s commitment to equality and diversity. Tim Cook and Apple environmental adviser Lisa P. Jackson were two of the prominent Apple employees to attend, while Apple gave out $1 iTunes gift cards to onlookers at the parade.

A little over a week later, Apple has put together a video set to Coldplay’s “A Sky Full of Stars” showing the company’s lead-up to the parade, including the unboxing of thousands of commemorative “Apple Pride” T-shirts, a pre-event celebration and special bicycles and rainbow-colored flags.

The video can be seen below:

Apple celebrates LGBT rights in new ‘Pride’ video

Cook has been a strong advocate for LGBT rights while leading the ship at Apple. Late last year, he penned an opinion piece for The Wall Street Journal urging Congress to approve a bill designed to “protect workers against discrimination based on sexual orientation and gender identity.” During the San Francisco Pride Parade, he also tweeted “inclusion inspires innovation” — a line that is repeated in Apple’s new video.

  • exodus_honey

    That is just awesome. Apple yet again leading the way.

  • Hildebrand

    Apple is losing focus. LGBT rights are unrelated to Apple products.

    • Luke Dormehl

      There’s no reason why Apple can’t show a social conscience. It’s not like Tim Cook has said there won’t be an iPhone this year because the company spent its money organising a Gay Pride march.

      • exodus_honey

        Agreed, Luke. As consumers we are linked to the morality of the companies we choose to spend our money with. If Hildebrand has a problem with gay people, he or she should just say that. Saying apple is losing focus because of their participation in this parade is farcical. You seriously think work stopped so this could happen? Not on Tim Cook’s watch.

      • Alex Choco

        Don’t you mean “Not on Tim Cook’s iWatch?” Sorry, I had to make that joke!

    • Jim

      Says probably a straight person. Showing the maybe 10% of your employees that are LGBT and the many more who identify as Q that you stand behind them and celebrate them is wonderful for productivity and employee morale. I’ve often worked in jobs where I didn’t feel comfortable telling my colleagues about my personal life because I was afraid people would treat me differently if they knew I was gay, or that I might be passed over for promotion because somebody higher up mightn’t be comfortable with it. This meant I’ve often had to lie about myself in casual office conversation. That’s horrible for morale and it’s always really great to go and work for companies that say outright that you don’t have to be afraid to share who you are, just like anybody else can – and genuinely mean it. Aside from that, it’s a good branding move.

      There’s no downside to this. “Losing focus” sounds a lot like a “why isn’t there a Hildebrand Pride month???” kinda statement to me.

      • Steve Morales

        WOW, inspiring words Jim. Seriously

      • Hildebrand

        Just making a distinction between product-related and product-unrelated.

        Product-related forces for good: lower energy consumption, better production circumstances, better recyclability. – things Apple should focus on, relevant things to look at when you choose a brand.

        Product-unrelated: LGBT rights, poverty (RED), slavery, etc. – things people should choose for themselves to support.

      • Luke Dormehl

        I don’t know for sure, but I’m guessing Tim Cook would have a similar response to the one he gave when he was asked why Apple was trying to be greener in its manufacturing:

        http://www.cultofmac.com/268413/tim-cook-tells-profit-obsessed-investors-sell-stock/

      • Jim

        I think Pride has become as mainstream as Black History Month and plenty of companies celebrate that. They’re being good corporate citizens and I think it’s to be applauded. Maybe 1% of their focus probably goes into this kinda stuff and I’d imagine it pays off.

    • Steve Morales

      If caring for the equality of its customers and employees means losing focus, I’d rather work for someone without focus.

      • Luke Dormehl

        I think what’s great about Apple is that it can seemingly do everything at once: full iOS and OS X makeovers in the same year, plus two new iPhone models (we think), an iWatch (we think) and a LGBT rights march to boot. What I’d do to have that much focus in my own life!

  • Andrew

    This is just freaking awesome. :D

About the author

Luke DormehlLuke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Formula: How Algorithms Solve All Our Problems, And Create More and The Apple Revolution, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme, and other publications. He'd like you a lot if you followed him on Twitter.

(sorry, you need Javascript to see this e-mail address)| Read more posts by .

Posted in News, Top stories | Tagged: , , |