Today, President Trump has launched an attack on Apple regarding its stance on Diversity, Equity, and Inclusion (DEI) policies, which his administration has been aggressively targeting since taking office. On Tuesday, the company’s shareholders rejected a proposal from outside investors to discontinue its DEI policies, following Apple’s recommendation to vote against the idea. Apple clarified that it does not have hiring quotas for specific demographics but may make adjustments to its policies as needed.

President Trump took to Truth Social on Wednesday, stating, “APPLE SHOULD GET RID OF DEI RULES, NOT JUST MAKE ADJUSTMENTS TO THEM.”

President Trump and the GOP have argued that DEI initiatives promote discriminatory hiring practices against Caucasians and that ideological diversity is more crucial than mere racial diversity. On the other hand, supporters of these initiatives believe they aim to create a more inclusive work environment for underrepresented demographics through measures such as increasing employment outreach at historically black colleges and universities.

Early in his administration, President Trump signed an executive order targeting DEI in the federal government and required contractors receiving government funds to discontinue their DEI practices. In response, companies like Amazon, Google, and Meta have recently modified their DEI policies to appease the president or avoid potential legal issues, citing their federal contracts.

Last week, a judge issued a preliminary injunction, blocking President Trump’s executive orders after the government was sued by organizations claiming the orders violated free speech rights. Despite this, companies like Costco, Apple, and Microsoft have chosen to maintain their DEI programs.

Proponents of DEI argue that organizations with diverse workforces tend to perform better, as they can design products that appeal to a broader range of demographics. The tech industry has historically been dominated by white males, particularly in early-stage companies where founding teams often share the same university or fraternity background. Critics argue that it is ironic for individuals working in such homogeneous environments to criticize DEI as unfair or meritless, questioning whether their companies’ hiring practices truly constitute a fair meritocracy.

In 2017, a Google employee sparked controversy with an anti-diversity letter suggesting that women are underrepresented in tech due to inherent psychological differences between men and women, rather than bias or discrimination. This letter, along with another in 2018 from a former Uber employee, caused a significant uproar and further reinforced the notion that women are unwelcome in the tech industry.

Apple CEO Tim Cook is known for his diplomatic approach, navigating complex relationships with the US administration and those of other countries. Notably, the iPhone received an exemption from tariffs during the first Trump administration, and Apple has worked to maintain favorable relations with China. Last week, Apple announced plans to invest $500 billion in the US over the next four years, although critics pointed out that this investment was likely planned regardless of the presidential administration.

However, Apple has also pushed back against President Trump in the past, such as when it refused to unlock the phone of the terrorist involved in the 2015 San Bernardino shooting, demonstrating its willingness to stand firm on certain issues.