While much of the corporate world is starting to get the idea that DEI in its various appellations is not a great idea, Apple is pushing back. They’ve encouraged investors to vote against a measure that would pressure Apple to join the movement where other companies, like Meta and Target, are ditching DEI.

As I’ve pointed out before, to survive in this world, it’s expedient to have a flexibility of mind to adapt to changes. And within the last couple years, one of the changes that has occurred is that companies are dropping DEI and other variants of it, which are not great for companies that adopt it.

In light of this, it’s really disappointing that Apple is among the few companies that are resisting this change. But it’s not altogether surprising.

It seems as though Apple favors virtue signaling over innovation. As expensive as Apple products are, they’re not terribly innovative. Their main selling point is their stability, which one might expect considering that the hardware and the OS are both developed in-house.

So, what’s the signal that Apple is boosting? Did you know that Tim Cook is gay?

No kidding? Was the rainbow that is shown off with product reveals not sufficient to give it away?

Normally, that wouldn’t be known. But for some reason, that information is widely publicated. Ideally, this would have no bearing on the quality of a product being engineered and manufactured. But when a company is putting a visibly high amount of effort in communicating how dedicated they are to signaling, consumers start to get suspicious.

While Tim Cook might not identify with what it’s like to be straight, most people are, and they know what their tendencies are.

It might not be politically correct to say, but let’s acknowledge the reality of the matter: Most straight people would not want to be mistakenly seen as a homosexual.

It’s like a form of self-preservation. And five years of social engineering aren’t going to make a dent in a trait that’s been conductive to humanity’s continuity for as long as humans have existed.

Considering this tendency, it’s understandable that most people might be hesitant to adopt a brand where there’s higher potential to be mistaken for being a homosexual.

They might instead consider a phone from Samsung, which is headquartered in Korea, where the western world’s cultural problems are distant.

It might even be a significant factor in Android having roughly three times the share of the mobile OS market compared to iOS.

Other businesses are on the pivot to profit, whether Apple is enthusiastic about it or not. People speak of dying on their chosen hill, but it’s important to know that not every hill is worth dying on.