Business

Apple makes a gay pride video and, of course, it’s gorgeous

Apple has put its famous design brain power toward making a gorgeous video in support of gay pride. Filmed over San Francisco’s city-wide pride weekend on June 28, the video shows thousands of Apple employees brandishing a re-imagined Apple logo with rainbow colors, while they march down Market St.

CEO Tim Cook tweeted a link to the video earlier today with the phrase “Inclusion inspires innovation.”

Cook appears to be alluding to a legal brief that Apple and other major tech companies sent to the Supreme Court last year, which said that marriage equality was essential to America’s economic competitiveness. Tech companies, the legal brief argued, “are competing domestically and internationally with companies inside and outside the United States in places where all couples, regardless of whether they are of the same sex, are afforded equal access to marriage.”

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52 comments
luca cm
luca cm

This video is an advertisement. A way for apple to get support by slapping their logo on a rainbow flag. It is fantastic that apple had sent said statement to the court; however If apple truly believes in equal rights for all people, they would halt sweatshop production - or at least give their workers equal pay and benefits. 

cybur donkey
cybur donkey

They spent half the video unpacking things and then the other half sharing the things they unpacked. Which would normally be great for queer rights, except that they were literally unpacking things //  Just wondering -- why is this a good statement by Apple, what does it have to do with anything, how does this show an unwavering commitment to diversity (high fives?? uniform rainbow flags??) please help?

Maciej Ritter von Zalewski
Maciej Ritter von Zalewski

Oh you gotta love the hypocrisy of Apple. They were nowhere to be seen in London and any other big cities around the world (Google on the other hand was very prominent with their presence during pride parades). I assume the footage was taken at the only parade they attended? hahaha

Jon Rosen
Jon Rosen

I'm ok with apple & support gay rights but gosh, what a barfy combo.

Nathan Brookwood
Nathan Brookwood

Of course they could have just brought back the old rainbow colored Apple logo they abandoned years ago.

Dedeepya Reddy
Dedeepya Reddy

Gautam : I think if raj were to use colors, that's how he would :P

Andrei Rînea
Andrei Rînea

In case anyone still had doubts about the nature of Apple, now there's no more doubts.

Bruce Sadowski
Bruce Sadowski

Ok how about getting back to making some innovative products

Mike Ramos
Mike Ramos

DISGUSTING!!!! good thing I dumped my iPhone.

Ariadna Jacob
Ariadna Jacob

Dyan Crace Eric Lingle Remel Gumabon Lenny Castaneda Louis Pelliccia Brittany Scotto

Rahul Vemuri
Rahul Vemuri

It finally explains their color scheme for ios7.

Marcus Ek
Marcus Ek

Oprah likes Coldplay too lol. Apple and Oprah have something in common.

Edward Moncada
Edward Moncada

Yawn. It felt more like an apple advertisement than a pride message.

Ajay Desai
Ajay Desai

I still have the original stickers that came with my Macintosh plus.

Manon Evans
Manon Evans

u should be ashamed we dont go ohhh straights r disgusting why say that about the lgbt community go crawl back into your hole n stay there 

Jasper Taylor
Jasper Taylor

YES. Now go climb back into your hole. buh-bye