Cook with co-worker at last week's Pride Parade.
By Philip Elmer-DeWitt
July 8, 2014

The selfie and tweet Apple CEO Tim Cook sent last week don’t begin to describe the depth of the company’s commitment to what it calls “inclusion.”

For that you have to watch the two-minute video Apple (AAPL) posted Monday on its official YouTube channel.

The message:

On June 29, thousands of Apple employees and their families marched in the San Francisco Pride Parade. They came from around the world — from cities as far as Munich, Paris, and Hong Kong — to celebrate Apple’s unwavering commitment to equality and diversity. Because we believe that inclusion inspires innovation.

The video:


As you can see, Apple’s video production team pulled out all the stops. The background music is Coldplay’s “A Sky Full of Stars.”

See also: Homophobes are a market Apple is willing to forego.

Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple coverage at or subscribe via his RSS feed.

You May Like