Policies to Stay – But is Apple’s DEI Fight Over?

Apple shareholders have overwhelmingly rejected a proposal to end the company’s diversity, equity and inclusion (DEI) programme, standing firm on a strategy that has faced increasing opposition. 

The vote, which saw 97% of ballots cast against the measure, comes amid broader attacks on corporate DEI initiatives, particularly from conservative groups and US President Donald Trump.

Legal and financial risks for DEI programmes

Since President Trump’s second election in November 2024, the political and legal challenges to corporate DEI programmes have been mounting.

Trump, who frequently aired his distaste for DEI on the campaign trail, has continued to hit out at the policies since taking office in January 2025.

Many politicians, activists and executives have followed his lead.

In February 2025, Florida Attorney General James Uthmeier filed a lawsuit against Target, alleging that its DEI efforts had misled shareholders and harmed the company financially. 

The case has raised concerns that other companies, including Apple, could face similar legal scrutiny.

This has caused a degree of anxiety in boardrooms across the US, with many companies, including Google, Meta and Walmart, opting to ditch their DEI policies.

Balancing business and political relationships

While Apple’s decision to continue with its DEI initiatives may be seen as an act of defiance, it’s important to note that it comes at a time when the company is working to maintain a strong relationship with President Trump. 

Despite his administration’s scrutiny of DEI, sources say that the President and Apple’s CEO have maintained a cordial rapport.

Their relationship has helped Apple navigate trade policies, including securing exemptions from tariffs on Chinese-manufactured iPhones.

In a move widely seen as appeasing the Trump administration, Apple recently announced a US$500bn investment in the United States and the creation of 20,000 jobs over the next five years. 

The commitment was praised by Trump and underscores the balancing act Apple is performing—pushing forward with DEI initiatives while maintaining a business-friendly relationship with the President.

Political pressure on corporate diversity initiatives

How did this begin for Apple?

The company now finds itself responding to a proposal introduced by the National Center for Public Policy Research, a conservative think tank that has been targeting DEI initiatives at major corporations across the US. 

Stefan Padfield is Executive Director of the think tank’s Free Enterprise Project. 

He had been responsible for leading the charge against Apple’s DEI commitments, arguing that “forced diversity is bad for business” and that such policies could expose the company to legal challenges.

“The vibe shift is clear: DEI is out and merit is in,” Stefan said during a pre-recorded presentation at the meeting.

He suggested Apple’s policies could run afoul of recent court rulings and face scrutiny from the Trump administration, which has ordered the Department of Justice to investigate whether DEI programmes discriminate against employees who do not fit their diversity criteria.

The rejection of the proposal signals Apple’s willingness to maintain its diversity efforts despite these pressures. 

However, CEO Tim Cook acknowledged the shifting legal and political landscape, stating that the company may need to make some adjustments. 

“We will continue to create a culture of belonging,” he told shareholders.

What next for Apple?

While Apple has defended its diversity efforts, it remains to be seen how its policies will evolve. 

The company’s last diversity and inclusion report, published in 2022, revealed that nearly three-quarters of its global workforce was white or Asian, with men making up nearly two-thirds of employees. 

These figures are in line with trends across the technology sector, where efforts to diversify the workforce have had quite limited success.

At the shareholder meeting where Apple’s decision was announced, Tim held court in a question-and-answer session with the media.

During the Q&A, he admitted that regardless of Apple’s latest decision, things may change in the future with regards to DEI.

"As the legal landscape around this issue evolves, we may need to make some changes to comply, but our north star of dignity and respect for everyone and our work to that end will never waver," he explained.

A broader corporate trend

Apple is not the only company to have faced shareholder votes on DEI policies. 

Last month, a similar proposal was rejected at Costco’s annual meeting, suggesting that despite political pressure, corporate diversity programmes still have significant backing from investors.

The question now is how long these commitments will remain viable in the face of mounting political and legal challenges. 

Catherine Howarth, CEO of charity ShareAction believes that companies who forgo DEI will come to regret it. 

"It's not popular with consumers and it's not popular with employees to abandon what were supposedly your principles in this area until very recently," she said.

"They think it would go down very badly - and it would - with their global consumer base."

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