Despite Trump: Apple continues to wave the Pride flag
The next iOS update is just around the corner: Apple is treading on politically thin ice in the USA with the included "Pride Collection".
(Image: Apple)
Ahead of Pride Month in June, Apple has announced its "Pride Collection" for 2025: as usual, this consists of a new Apple Watch wristband as well as a colorful wallpaper for iPhones and iPads and a watch face for the smartwatch. All of this "to celebrate the strength and beauty of LGBTQ+ communities around the world", as the company announced on Monday.
The new desktop background is an integral part of the operating system and will be delivered with the upcoming version iOS / iPadOS 18.5. The new Pride watch face is also included in watchOS 11.5. The system updates are therefore expected to be available to the general public for download in the coming week.
Trump scales back diversity programs
This year, the Group is also making a particularly clear political statement in its home market of the USA with the Pride Collection. The administration of US President Donald Trump wants to turn back the clock with regard to diversity programs (DEI) and regulations for the LGBTQ+ scene. Apple has already found itself directly in Trump's crosshairs: The corporation must "completely get rid of its DEI initiatives and not just adjust them", the US president demanded in February. DEI stands for "Diversity, Equity and Inclusion" – diversity, equity and inclusion.
Other companies, including in the IT sector, immediately cut corresponding programs; Google, for example, reportedly removed Pride Month from its calendar service without further ado.
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"Pride" at Apple for many years
The Pride watch bands now have a long tradition at Apple, dating back almost 10 years. In 2014, Tim Cook became the first CEO of a US giant to come out as gay. Apple's commitment to LGBTQ+ is therefore seen as authentic and not just a marketing vehicle to get rid of a few Watch straps.
At the same time, Cook is clearly trying to maintain good relations with Trump. There is a lot at stake here for Apple in particular: the punitive tariffs envisaged by the US government could cost Apple up to 900 million US dollars in the current financial quarter alone, Cook recently estimated –, even though iPhone demand in the US can largely be met by devices manufactured in India rather than China.
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