Trump vs. Apple: Why the President Wants Apple to Scrap DEI

On 25 February 2025, Apple’s shareholders took a vote.

They voted on whether to scrap the company’s longstanding diversity, equity and inclusion (DEI) programmes in the face of mounting political pressure.

All in, an overwhelming majority - 97% - voted to maintain the company’s stance on DEI.

The decision comes amid a wider retreat from DEI commitments across major corporations, spurred by shifting US political dynamics, regulatory risks and legal challenges.

The rising tide of anti-DEI sentiment stems from US President Donald Trump, who expressed his distaste for DEI frequently on the campaign trail and has continued in that vein since taking office for a second time in January 2025.

Since his inauguration, though, President Trump has yet to single out pro-DEI companies directly, until now.

Following Apple’s landslide vote in favour of DEI, Trump has been vocal in his criticism for the tech giant.

Writing on his Truth Social platform, he said: “Apple should get rid of DEI rules, not just make amendments to them. DEI was a hoax that has been very bad for our country. DEI is gone!”

Trump’s DEI crackdown

The National Center for Public Policy Research (NCPPR), a conservative advocacy group, led the charge against Apple’s DEI programmes.

It filed a shareholder motion that urged the company to eliminate initiatives such as supplier diversity schemes and funding for external DEI efforts.

The proposal argued that diversity policies pose financial and legal risks to companies and could expose them to shareholder lawsuits, as has been seen in the suing of US retailer Target.

Despite this pressure, Apple’s leadership encouraged investors to reject the motion, and a majority ultimately voted against it.

Previously, Tim Cook, Apple’s CEO, had referred to the NCPPR’s interference with the company’s policies as an attempt to “micromanage” his organisation.

Apple stands firm — within limits

Following Apple’s shareholder meeting, Tim Cook defended the company’s position, but acknowledged that things may have to change depending on the nature of any future legal challenges and federal policies.

"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.

“We’ll continue to work together to create a culture of belonging where everyone can do their best work.”

While Apple remains publicly committed to its DEI strategies, the company is dependent on a positive working relationship with the US government.

Since Trump’s election, Tim Cook has sought to maintain a friendly accord with the President.

Moreover, Apple’s annual meeting came just a day after the company announced a US$500bn investment in the US.

This announcement was seen as an effort to secure goodwill from the Trump administration, which has threatened tariffs on foreign-manufactured tech products.

Whether the company’s stance on DEI will affect this relationship with the White House remains to be seen.

Corporate America’s DEI reversal

Apple’s decision to stand by its DEI policies contrasts with a growing trend among major US corporations that have scaled back diversity commitments in recent months.

Meta, Amazon, Google, Microsoft and others have rolled back DEI programmes, citing both legal concerns and shifting political winds.

Meta, for instance, scrapped its equity and inclusion initiatives shortly before Trump’s inauguration, stating: “The legal and policy landscape surrounding diversity, equity and inclusion efforts in the United States is changing.”

Amazon similarly announced it was “winding down outdated programmes and materials” as part of a broader internal review.

The backlash against corporate diversity policies has accelerated following a Supreme Court ruling that struck down affirmative action in higher education.

Some companies have cited this decision as a reason to reconsider their DEI strategies, fearing increased legal scrutiny.

The sustainability perspective

For sustainability-focused businesses and investors, Apple’s decision raises critical questions about the intersection of corporate responsibility, governance and regulatory risk.

Diversity initiatives have been a key pillar of many ESG frameworks, with investors increasingly scrutinising companies’ commitments to inclusion and workforce equity.

Of the UN’s 17 Sustainable Development Goals, two of them are concerned with reducing inequality.

While some businesses are retreating from public DEI commitments, the broader sustainability movement continues to advocate for inclusive policies as a driver of long-term value.

As regulatory and political pressures mount, companies must navigate a complex landscape where financial, reputational and legal considerations intersect.

Apple’s rejection of the NCPPR proposal may offer a sign that, despite external pressures, some of the world’s most influential companies remain unwilling to abandon diversity commitments entirely.

However, with US policy shifting rapidly, the future of corporate DEI strategies remains uncertain.

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