Its CEO Tim Cook, himself a proud member of the community, expressed concern around Florida’s Don’t Say Gay bill (opens in new tab) – albeit without directly referring to it. Recently, Apple looks to have been making a concerted effort to avoid falling into that latter category. During Pride month some PR points are scored and substantial revenue is generated, but when it’s all over the companies go back to ignoring the LGBTQ+ community. Unfortunately, while some businesses are genuine in their support of the community, others that engage in pink capitalism are in it just for the money. By releasing rainbow-colored items and supportive ads around Pride month, companies hope to be branded as allies and, as a result, draw in queer folk as customers. ![]() Pink capitalism (also known as rainbow capitalism) is a practice where businesses specifically try and target members of the LGBTQ+ community with their products and services. Which is a shame given Apple’s track record in supporting LGBTQ+ causes. ![]() ![]() But while these efforts might raise awareness of the LGBTQ+ community – they stop short of the kind of meaningful impact Apple could be offering.
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