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Apple's video of 2014 San Francisco Pride Parade celebrates company diversity

post #1 of 70
Thread Starter 
Apple on Monday published a video showing its side of last week's Lesbian, Gay Bisexual and Transgender Pride Parade in San Francisco, where the company showed up in force to celebrate the day and hand out vouchers for free iTunes songs.


Apple CEO Tim Cook at this year's Pride Parade. | Source: Apple via YouTube


Set to Coldplay's "A Sky Full of Stars," the short film is done in the style of Apple's typical store opening featurettes, which let the images do the talking instead of overdubbed narration.

The video starts out by showing preparations for the Pride Parade, including the handing out of rainbow-colored flags for the march and special edition T-shirts emblazoned with the word "Pride" just below a similarly colored Apple logo.

Apple's YouTube description:

On June 29, thousands of Apple employees and their families marched in the San Francisco Pride Parade. They came from around the world -- from cities as far as Munich, Paris, and Hong Kong -- to celebrate Apple's unwavering commitment to equality and diversity. Because we believe that inclusion inspires innovation.



Apple CEO Tim Cook can be spotted taking a selfie with an employee during what looks to be a pre-event refreshment gathering catered by Caffe Macs personnel. Lisa Jackson, the company's head of environmental initiatives, was also on hand for the parade, though she was not featured in the video.

Along with Cook, a few Apple products make appearances as well, with the iPad Air being used for logistics operations and numerous iPhones in the hands of employees. The remainder of the video shows different views of Apple's significant 5,000-person presence in the procession, and wraps up with the tagline "Inclusion inspires innovation." Cook tweeted out the same quote on the day of the parade.



This was the first year Apple officially sanctioned a group to march in the San Francisco parade, and to celebrate the company handed out free iTunes song cards to bystanders along the route.
post #2 of 70
yay, apple!
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post #3 of 70

This was a wonderful gesture of goodwill, but let's also admit that it was great marketing as well.

post #4 of 70
Now imagine samsung copying this
post #5 of 70
"inclusion inspires innovation" ? examples please.
post #6 of 70
Quote:
Originally Posted by photoshop59 View Post

"inclusion inspires innovation" ? examples please.

Benjamin Banneker and George Washington Carver come to mind. They couldn't exactly do what they did if they were slaves who would be denied a formal education now could they?

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post #7 of 70
Quote:
Originally Posted by SolipsismX View Post


Benjamin Banneker and George Washington Carver come to mind. They couldn't exactly do what they did if they were slaves who would be denied a formal education now could they?


That being said, I don't think the people in the parade are being denied schooling, or being enslaved.

Too many Apple products to list...Long on AAPL, so take what I say with a bucket of salt.
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post #8 of 70
Yea! A COMPANY, (and CEO!), that merits the respect AND EVALUATION it is starting to regain. A company that for a very long time has shown it has a soul. No wonder it enjoys so much customer loyalty.
post #9 of 70
So where was the rest of the executive team? Phil Schiller didn't even tweet about it.
post #10 of 70
Quote:
Originally Posted by TheWhiteFalcon View Post
 


That being said, I don't think the people in the parade are being denied schooling, or being enslaved.


But in quite a few aspects they are denied other rights. In more and more states they trend has been more positive.

 

On a side note, it is a bit disheartening to see so many dislikes of the video on YouTube. Growing up I was always taught about how precious each life is and to see people go out of their way to even dislike the video bums me out.

post #11 of 70
Quote:
Originally Posted by TheWhiteFalcon View Post
 


That being said, I don't think the people in the parade are being denied schooling, or being enslaved.

You asked for examples, they gave examples. You are moving the goalposts. But since we're on this, let's give one more, which merges both gay rights and racial equality. Bayard Rustin was a close ally of Martin Luther King Jr. and the main organizer of the 1963 March on Washington (where King gave his famed I have a Dream speech). Also? Gay. And the powers-that-be, who were trying to discredit the Civil Rights movement tried to slander him, like it was a problem. Well Rev. King got up when his people questioned and asked of Rustin should be removed and he said the simplest words: "He who is without sin can cast the first stone". He did organize the March and it was successful. Oh, and he also wrote about his experiences working on North Carolina chain gangs after being arrested for early Civil Rights protesting in the late 40's - it lead to those chain gangs being abolished. He was given a posthumous Medal of Freedom by President Obama last year.

 

So there, there was a qualified person being discriminated against because of his seuxal preferences, and succeeding inspite. 

post #12 of 70
Quote:
Originally Posted by photoshop59 View Post

"inclusion inspires innovation" ? examples please.

 

If you don't ostracize, marginalize and foster hatred of people for irrational reasons, you don't end up missing out on what they can contribute to society. 

 

Examples include a lot of artists and musicians, but also engineers and mathematicians like Alan Turing, who developed a critical crack for Nazi ciphers that allowed England to intercept German messages. Winston Churchill said Turing made the biggest contribution to the Allied victory against the Nazis.

 

Turing later went on to develop some of the first pioneering designs for computers in the late 1940s. He was subsequently persecuted for being a gay man in the 50s and was forced to take estrogen, a humiliating and physically and psychologically torturous punishment for admitting that he was attracted to other men. Thus a war hero who made major contributions to technology ended up committing suicide because of religious-driven hatred by an ignorant, delusional society. 

 

Hitler also singled out gays for special persecution and murder in concentration camps, driven by his right wing ideology that was hateful and contemptuous of the liberal society that existed in Germany, particularly in Berlin, before he came to goose-stepping into power with a message of intolerance, blind nationalism and fascist devotion to misguided ideals of what people should think, how they must act and what art was appropriate for his perverse vision of a "1000 year reign."

 

Today militant muslims and extremist tea party American conservatives also ostracize and demonize gays, to the point of beating, killing or disowning their own children. That isn't advancing technology, art or anything else of value in the territories those extremists control, much of which is unlivable, unappealing and purely backward.

 

If you look at the most desirable, successful, technologically advanced and affluent societies one can live in (places like Scandinavia, Switzerland and Bay Area/Silicon Valley), they don't pursue people over superstitious hatreds. They support inclusion. Because inclusion broadly promotes innovation. 

post #13 of 70
Quote:
Originally Posted by dnd0ps View Post

Now imagine samsung copying this

I don't know about Samsung but Google is a very big supporter of Gay rights. They have been sponsors of Gay Pride Parades through out the US and Europe since the early 00's and have donated heavily in passing Gay Right legislation. As far as actually donating real money for these events though, Budweiser and Virgin Airlines seem to be the biggest.


Edited by Relic - 7/8/14 at 12:02am
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post #14 of 70
Quote:
Originally Posted by TheWhiteFalcon View Post
 


That being said, I don't think the people in the parade are being denied schooling, or being enslaved.

Is reply was correct, since nothing about denying schooling or being enslaved, but bigger, not excluding another human because there are different, which has nothing to do with laws, but weak minded people, not knowing how to handle people different from what they define as the 'norm'

You should have that applauded is answer, I do.

post #15 of 70
Love that Apple is inclusive, but I'd love to know if the costs associated with the banners, the filming etc are logged as Marketing or not in their financials..

Perhaps it's just a US thing, but to me as a european this all looks awkwardly well thought through and managed.

William
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post #16 of 70

I believe that it is an over simplification of things to simply place Hitler and Nazism as a right wing ideology. It's more complicated than that, and I don't believe that you can merely place Nazism on a simple graph that goes from left to right. That is too elementary school. Nazism has many left wing traits and is closer to left wing ideology and liberals today, than to the right wing and conservatives.

 

Some people like to point out that the Nazis were against the communists and socialists (even though the Nazis had the word socialist in their party name), but that doesn't automatically make Nazis "right wing". Communists and Nazis were rivals, and just because they disliked each other, that doesn't mean that they were on opposite ends of the political spectrum. No ideology on the planet has killed more people than left wing ideology, this includes Stalin, Mao and Hitler. I won't deny that Hitler had some right wing traits, but let's not pretend that he also didn't have any left wing traits, and his right wing traits have very little to do with any modern right wing traits, and he's much closer aligned to modern left wing thinking.

 

Just because Nazism borrowed elements of fascism, that doesn't make them right wing either, because fascism is equally as comfortable on the left, represented by various left wing fascist groups and movements that exist today. The Nazis were also anti-capitalist, they were for big government, they were for gun control, they were environmentalists, they were extremely for animal rights, they were of course anti-semitic and they were bizarrely race obsessed. I just described a typical progressive person right there.

 

I do agree with Corrections on one thing though. The way that Turing was treated by the UK was a disgrace. I remember seeing a documentary about that a long time ago.

post #17 of 70
Quote:
Originally Posted by wdowell View Post

Love that Apple is inclusive, but I'd love to know if the costs associated with the banners, the filming etc are logged as Marketing or not in their financials..

Perhaps it's just a US thing, but to me as a european this all looks awkwardly well thought through and managed.

Though we would all like to think that corporations sponsoring civil rights is a noble cause, the average annual income for a single homosexual gay individual in the San Francisco is above the national rate. So I'm sure Apple sponsoring the parade had a little to do with both marketing and supporting their community. Budweiser was the principal sponsor this year so I wonder what category they fall under. I really do not know if these parades do much to help the gay community, but I'm leery of any corporate sponsored event, especially if that corporation is Budweiser.


Edited by Relic - 7/8/14 at 2:44am
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post #18 of 70

Godwined!

 

Well done people.

post #19 of 70

Figured Cook would be there.

post #20 of 70
Quote:
Originally Posted by Corrections View Post
 

Today militant muslims and extremist tea party American conservatives also ostracize and demonize gays, to the point of beating, killing or disowning their own children. That isn't advancing technology, art or anything else of value in the territories those extremists control, much of which is unlivable, unappealing and purely backward.

 

I can't believe you are so blind in your defending of LBGT that would would begin to compare "Militant Muslims" who torture and mutilate small children and women, who find the weakest and most venerable in the society and send the to their death on suicide runs and who spew more hatred and venom than any radical group in the world to the "Tea Party" who is tired of a government they believe to be to intrusive. I would like to see you offer a side by side comparison of bullet points comparing the two groups so I can see the error of my ways...

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post #21 of 70
Quote:
Originally Posted by DGNR8 View Post

 

I would like to see you offer a side by side comparison of bullet points comparing the two groups so I can see the error of my ways...

 

post #22 of 70
Wow that wonderful are awesome Apple is gay pride a lot people there wow Rocks!! I am proud of apple support gay and lesbian pride respect to them. Yay Apple CEO!!!!
post #23 of 70
Quote:
Originally Posted by DGNR8 View Post

I can't believe you are so blind in your defending of LBGT that would would begin to compare "Militant Muslims" who torture and mutilate small children and women, who find the weakest and most venerable in the society and send the to their death on suicide runs and who spew more hatred and venom than any radical group in the world to the "Tea Party" who is tired of a government they believe to be to intrusive. I would like to see you offer a side by side comparison of bullet points comparing the two groups so I can see the error of my ways...

Yet the tea party wants government to intrude into people's bedrooms and reproductive organs. They only want smaller government for themselves not for others.
post #24 of 70
If Apple would put this much energy and money into bringing back their demonstration team and boot at NAB. Or into Aperture (RIP).Maybe they could become a trusted powerhouse in video editing and graphics again.

Apple supported gay pride... woohoo.

Now support:
Shake
Aperture
iWeb
BluRay
DVD Studio Pro (make it BluRay Pro)
iPhoto
etc., etc.
Edited by justamacguy - 7/8/14 at 7:02am
post #25 of 70
Quote:
Originally Posted by BeltsBear View Post


Yet the tea party wants government to intrude into people's bedrooms and reproductive organs. They only want smaller government for themselves not for others.

Sorry... they don't want to get into your bedroom. Quite the contrary. They want to get government out of it. Buy your own contraceptives (like I do) and don't force other people to buy them for you. Take some initiative and be responsible for yourself.

post #26 of 70
Quote:
Originally Posted by wdowell View Post

Love that Apple is inclusive, but I'd love to know if the costs associated with the banners, the filming etc are logged as Marketing or not in their financials..

Perhaps it's just a US thing, but to me as a european this all looks awkwardly well thought through and managed.

Well, for sure, the costs associated with this must be somewhere in their financials, although it's pretty pointless to speculate exactly which account they booked this to since they'd never reveal such details. It's not like Apple can spend some money and say, "Nope, we don't know anything about it" to the SEC and IRS.

 

However, we can make some educated guesses on how they logged the expenses.

 

If you look at their quarterly consolidated statements of operations, it is probably buried in SGA (Selling, General, Administrative). 

 

It is likely is that Apple has some general ledger SGA accounts for charity and community outreach, the expenses probably hit the latter rather than assigned to a product division G/L marketing account.

post #27 of 70
Okay, now that every gay in America owns an iPhone, iPad and MacBook, how about we address marketing Apple to the other 90% of the population.

A Shareholder
post #28 of 70

They already run TV ads geared toward Joe Consumer.

 

You are free to drop by the annual shareholder meeting and tell senior management how to run the company. Or, you could just write a letter and mail it to Tim. Your choice.

 

Sincerely,

 

Just Another Shareholder

post #29 of 70
Quote:
Originally Posted by wdowell View Post

Love that Apple is inclusive, but I'd love to know if the costs associated with the banners, the filming etc are logged as Marketing or not in their financials..

Perhaps it's just a US thing, but to me as a european this all looks awkwardly well thought through and managed.

My guess is that it is genuine support that became a marketing event. But in this case to loudly display the Apple logo is a good thing as it makes it clear that a main stream American brand like Apple supports diversity and is inclusive. 

As to your second paragraph, I tend to agree. For me, Apple was too cautious with the imagery. If you didn't know this was an LGBT parade you'd never guess it from this video. It is very sanitized and I feel they could have gone a little further. The main focus was on Apple, as opposed to  all the other participants. Maybe Apple could have celebrated the the diversity of the participants by being a little more inclusive in their video production.

post #30 of 70
Quote:
Originally Posted by DGNR8 View Post

 

I would like to see you offer a side by side comparison of bullet points comparing the two groups so I can see the error of my ways...

 

Quote:
Originally Posted by RichL View Post
 

 

 

Thanks for the comparison @RichL. Nothing like a woman and a gun.

post #31 of 70
Quote:
Originally Posted by wdowell View Post

...this all looks awkwardly well thought through and managed.

How can something be awkward and well thought through at the same time? If the end result is awkward doesn't that mean they didn't think it through well enough?

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post #32 of 70

Apple needs to keep out of politics... in this case the politics of sex... I don't see Apple participating in other parades, why this one? Does it have something to do with the CEO? Is Apple's board of directors going to be stacked with LGs? What does LG politics have to do with computers? 

post #33 of 70
Quote:
Originally Posted by paxman View Post
 

My guess is that it is genuine support that became a marketing event. But in this case to loudly display the Apple logo is a good thing as it makes it clear that a main stream American brand like Apple supports diversity and is inclusive. 

As to your second paragraph, I tend to agree. For me, Apple was too cautious with the imagery. If you didn't know this was an LGBT parade you'd never guess it from this video. It is very sanitized and I feel they could have gone a little further. The main focus was on Apple, as opposed to  all the other participants. Maybe Apple could have celebrated the the diversity of the participants by being a little more inclusive in their video production.

 

I think you're lead in sentence revealed Apple's motivation for the video.

post #34 of 70
Quote:
Originally Posted by justamacguy View Post

Sorry... they don't want to get into your bedroom. Quite the contrary. They want to get government out of it. Buy your own contraceptives (like I do) and don't force other people to buy them for you. Take some initiative and be responsible for yourself.

 



Cherry pick much?

The tea partiers want unequal treatment for gay men because of what they do in the bedroom and seek to use the LAW to prevent women from getting reproductive services such as abortion.
post #35 of 70
Awkward in sense it's so "professionally done". It wasn't something that spontaneously happened. All orchestrated. slick for a genuine celebration of employees getting together . That's what I meant. Sorry for being unclear

William
iMac 21.5" Late 2012, iPad 3 (Works fine for films), iPhone 5 (6 on order)

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post #36 of 70
Quote:
Originally Posted by BeltsBear View Post
 
Quote:
Originally Posted by justamacguy View Post
 

Sorry... they don't want to get into your bedroom. Quite the contrary. They want to get government out of it. Buy your own contraceptives (like I do) and don't force other people to buy them for you. Take some initiative and be responsible for yourself.

 



Cherry pick much?

The tea partiers want unequal treatment for gay men because of what they do in the bedroom and seek to use the LAW to prevent women from getting reproductive services such as abortion.

 

Thanks @BeltsBear for capitalizing the world "law" because you kind of need that to legalize/prohibit these kinds of things. Back in '73, a "law" was enacted that legalized abortions in the States. So yeah, even then the government "intrud[ed] into people's bedrooms and reproductive organs."  <= like you said.

post #37 of 70
Quote:
Originally Posted by RichL View Post
 

 

I love the fact that you chose to use a pictures of two women holding books of their faith and weapons. I do not want to claim to know what their thoughts are but of the two, who would you be more scared of? The girl from America who has probably never aimed her weapon at a single person nor would she unless it was self defense. Or the girl from some undisclosed Arab nation that has been taught to kill people for her God and faith. As a christian I can tell you ( I know there are fringes out there) that the majority would hesitate taking a life because we believe thou shall not kill so it is very difficult to reconcile that with defending yourself and family. Killing is not what Christians believe as a first option (Don't bring up crusades they don't apply to today's Christian followers). 

 

I would venture to guess if you are not a Muslim or follow the Koran the second girl would kill you because 1st you are an infidel and 2nd you are from a western nation. She would also be celebrated and held up as a hero.

 

Again please inform me so I can be educated....

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post #38 of 70
Quote:
Originally Posted by AlmondRoca View Post
 

 

Thanks @BeltsBear for capitalizing the world "law" because you kind of need that to legalize/prohibit these kinds of things. Back in '73, a "law" was enacted that legalized abortions in the States. So yeah, even then the government "intrud[ed] into people's bedrooms and reproductive organs."  <= like you said.

 

You need to go back to school. One does not need a law to legalize abortion unless another law FIRST made it illegal.  The rights of the people are given unless restricted, not the other way around.

post #39 of 70
Quote:
Originally Posted by AlmondRoca View Post

Thanks @BeltsBear
 for capitalizing the world "law" because you kind of need that to legalize/prohibit these kinds of things. Back in '73, a "law" was enacted that legalized abortions in the States. So yeah, even then the government "intrud[ed] into people's bedrooms and reproductive organs."  <= like you said.

The law in '73 was to curtail government intrusion in our bedrooms and doctors offices. That you would characterize it as the government intruding in our private lives is like the people who spew hatred at gays and then get offended when you don't respect their intolerant position. They actually have the temerity to claim people should be tolerant of their intolerance.
post #40 of 70
Quote:
Originally Posted by BeltsBear View Post
 

 

You need to go back to school. One does not need a law to legalize abortion unless another law FIRST made it illegal.  The rights of the people are given unless restricted, not the other way around.

 

So by your reasoning, you don't need another law to repeal it?

 

"The rights of the people are given unless restricted"... by officials the people elected to government. I don't know how it works where you live in Cloud Cuckoo Land.

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