Apple, the world’s largest company in terms of market value, is known for its discretion and has now taken a stance on various social issues. The Cupertino-based giant, worth $2.8 trillion in market capitalization, has decided to break with the neutrality required of multinationals. Last year, the company co-founded by Steve Jobs announced its intention to cover the costs incurred by employees who would have to travel to another state for an abortion. This year, for the month of June dedicated to Gay Pride, the brand is launching a special watch band to reaffirm its support for the LGBTQ+ community. The announcement was made by none other than Apple's CEO, Tim Cook, on his Twitter account.

Despite its bold statement, Apple’s customer base does not overlap with that of Disney and Bud Light. Consumers in large cities with high purchasing power are more receptive to progressive values, say marketing studies. Apple’s expensive products are designed for this audience, so launching an LGBTQ+ watchband is preaching to the choir and, above all, aims to retain this clientele. As CEO, Cook has never hidden his homosexuality, so the move is also personal.

Apple knows how to pick the right time to make a statement and ensure that the message is well received. The brand is putting its values on display in the midst of the culture war between woke and anti-woke or progressive values and traditionalist values. This approach risks plunging Apple into controversy, but the company remains faithful to its values. It's a bold move at a time when other companies are facing a backlash over LGBTQ+ issues.

Apple, the world’s largest company in terms of market value, is known for its discretion and has now taken a stance on various social issues. The Cupertino-based giant, worth $2.8 trillion in market capitalization, has decided to break with the neutrality required of multinationals. Last year, the company co-founded by Steve Jobs announced its intention to cover the costs incurred by employees who would have to travel to another state for an abortion. This year, for the month of June dedicated to Gay Pride, the brand is launching a special watch band to reaffirm its support for the LGBTQ+ community. The announcement was made by none other than Apple's CEO, Tim Cook, on his Twitter account.
Despite its bold statement, Apple’s customer base does not overlap with that of Disney and Bud Light. Consumers in large cities with high purchasing power are more receptive to progressive values, say marketing studies. Apple’s expensive products are designed for this audience, so launching an LGBTQ+ watchband is preaching to the choir and, above all, aims to retain this clientele. As CEO, Cook has never hidden his homosexuality, so the move is also personal.
Apple knows how to pick the right time to make a statement and ensure that the message is well received. The brand is putting its values on display in the midst of the culture war between woke and anti-woke or progressive values and traditionalist values. This approach risks plunging Apple into controversy, but the company remains faithful to its values. It's a bold move at a time when other companies are facing a backlash over LGBTQ+ issues.

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