Apple CEO Tim Cook has acknowledged that the company may need to adjust its diversity, equity, and inclusion (DEI) policies as the legal and political landscape in the U.S. shifts. His remarks came shortly after a shareholder vote rejected a proposal calling for Apple to reconsider its diversity practices, including race and gender considerations in hiring.
Shareholder Pushback on DEI Policies
At Apple’s annual shareholder meeting, a proposal to end its DEI initiatives was put forward by the National Center for Public Policy Research, a conservative think tank. The organization argued that such policies exposed Apple to legal, financial, and reputational risks and cited recent corporate rollbacks of DEI programs at companies like Meta, Amazon, and Goldman Sachs.
Despite the rejection of the measure, Cook signaled that Apple may still have to adapt to evolving legal pressures.
“As the legal landscape around this issue evolves, we may need to make some changes to comply,” Cook said. “But our north star of dignity and respect for everyone and our work to that end will never waver.”
Political Pressure and Trump’s Influence
The debate over Apple’s diversity policies has been further intensified by former President Donald Trump, who has repeatedly called for an end to DEI programs across both government and the private sector.
Following the shareholder vote, Trump took to social media, writing in an all-caps post,
“Apple should get rid of DEI rules, not just make adjustments to them. DEI was a hoax that has been very bad for our country. DEI is gone!!!”
Trump’s efforts to eliminate DEI have faced legal roadblocks, but his stance has already influenced corporate decision-making. Many firms, wary of litigation, have scaled back or abandoned such policies.
Apple’s Balancing Act
While Apple urged shareholders to vote against the anti-DEI proposal—arguing it was an inappropriate attempt to micromanage its business—Cook emphasized that the company does not use hiring quotas, a frequent target of DEI critics.
“Our strength comes from a culture where people with diverse backgrounds and perspectives come together,” he said. “We’ll continue to work together to create a culture of belonging where everyone can do their best work.”
Analysts suggest that Apple’s approach is an attempt to satisfy both sides of the debate—resisting shareholder pressure to eliminate DEI while leaving room for policy adjustments to avoid legal trouble.
Angela Jackson, a senior advisor at Harvard’s Project on Workforce, said Apple was being forced into a defensive position.
“They’ve made the right moves, but they could go further by making a strong business case for DEI, showing it’s not just about values but also economic performance.”
Global Implications and Consumer Backlash
Beyond the U.S., questions remain about whether Apple’s global DEI policies could come under similar scrutiny. Some experts believe that, as a consumer-facing multinational, Apple sees more risk in abandoning DEI than in maintaining it.
Catherine Howarth, CEO of the investment charity ShareAction, noted that Apple’s stance aligns with consumer and employee expectations.
“It’s not popular with consumers or employees to abandon what were supposedly your principles until very recently. They think it would go down very badly—and it would—with their global consumer base.”
Other Shareholder Votes
In addition to the DEI proposal, Apple shareholders also rejected proposals requiring the company to report on:
AI privacy practices
Charitable donations
Policies to combat child exploitation
Meanwhile, shareholders approved Apple’s executive compensation packages, including a $74 million pay package for Cook, and backed board members supported by the company.
As legal and political battles over DEI continue, Apple’s response could set a precedent for how major corporations navigate these challenges in the years ahead.
