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The Cupertino company has been presenting itself for many years as an inclusive company that tries to create its products for absolutely everyone. The same could be said about the tolerance of racial and sexual minorities, when it is clear from the statements of leading representatives that we should value them as much as others and not put them on the back burner. Last but not least, the Californian giant fights for ecology, which is extremely important for future life on our planet. Among us there are those who support Apple's actions, but there is also a considerable group of people who cannot come to terms with it or who criticize the giant for the fact that its actions are more connected to sophisticated marketing. Where does the truth currently lie and how should we approach the Californian giant now?

Apple will always be about money, the question is how they will use it

Realize one fact at the outset. Apple is not a non-profit organization, but a huge corporation that provides consumer electronics. Therefore, it cannot be expected that the only intention behind the fight for human rights is to protect minorities, but also a certain form of self-promotion. But now I ask you, is it wrong? Any company that is fighting for something is also trying to break through. Moreover, if you focus on the actions, they are really commendable, whether we are talking about the use of recycled aluminum in individual products, the effort to plant rainforests or the support of minorities.

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Is Apple acting extremist? In my opinion, definitely not

Some users don't quite like the "excessive promotion" of the LGBT community, people of color or with a certain type of health disadvantage. But I wonder where these people see the problem? No matter what minorities we are talking about, historically they have tended to be marginalized, enslaved or excluded from society. Neither Apple nor other egalitarian organizations are trying to make the majority society worse off here, but the minority society a little better. Are homosexuals to blame for their orientation, people with a different skin color for their appearance, or other medically disadvantaged people for their health problems?

Next, it's good to think about where Apple comes from and where we live. The Californian giant has to somehow present itself to the whole world, but it occupies the strongest position in its homeland, in the United States of America. If you look here, you will find that the society here is divided and almost half of the citizens have difficulty accepting minorities. However, recognize for yourself that such a large company as Apple can transfer at least a slightly more tolerant attitude to these people.

It is unrealistic to achieve the ideal, but why not try?

I honestly don't think that positive discrimination and the hyper-righteousness that happens in some parts of the US, nor the extremist attitude of far-right movements, which only makes people xenophobic, is the correct solution. However, I do not hold the view that Apple is a company that positively discriminates against minorities. Sure, they have Pride straps on offer, you can get a Black Unity badge on your Apple Watch, and Apple officials are making promotional videos that empathize with minorities. At the same time, however, the majority will find their own thing here.

However, critics fail to realize one important thing – promotion does not necessarily mean favoritism. I admit that Apple's behavior earns it points for a left-liberal young company, but so do organizations that lean more to the right. Apple used its funds, among other things, to support a better future for everyone. And even though we know that historically idealism has often failed, we can at least try to ensure that we all live more or less comfortably.

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