Apple has resisted pressure to abandon its diversity, equity, and inclusion (DEI) policies, rejecting a shareholder proposal backed by right-wing groups. Despite this, CEO Tim Cook acknowledged that legal shifts may require adjustments.
The proposal, pushed by the National Center for Public Policy Research, sought to eliminate DEI in hiring and workplace culture. Apple urged shareholders to vote against it, calling it an attempt to “micromanage” the company. The motion was defeated, but the fight over corporate DEI is far from over.
Apple’s stance contrasts with companies like Meta and Amazon, which have scaled back DEI efforts amid increasing legal and political pressure. Former U.S. President Donald Trump has fueled this backlash, calling DEI a “hoax.” Following Apple’s vote, he posted in all caps: “DEI IS GONE!!!”
Cook assured shareholders that Apple doesn’t use hiring quotas but emphasized that diversity strengthens the company. “As the legal landscape evolves, we may need to make changes to comply, but our north star of dignity and respect for everyone will never waver,” he said.
Angela Jackson, a Harvard workforce expert, believes Apple must go further in defending DEI, proving its economic benefits. Meanwhile, Catherine Howarth of ShareAction argues Apple knows backing down would damage its brand. “Consumers and employees won’t forget if they abandon these values,” she said.
For now, Apple’s commitment to DEI remains—signaling that the fight for workplace inclusion is far from over.
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