This is going to get a lot uglier before it resolves. I predict that Tim Cook is going to use that media focus to push Apple to the front of the group of companies -- hell it will be a competition to see which company and which CEO can be the most homosexual-supporting. As if this has anything to do with computers or business.
Gaaaaackkkk. And if he thinks leading this assault is going to be good for business, he's dead wrong. Unfortunately at the moment he's not thinking at all about the business. This is his moment in the gay world spotlight and he's playing it for all it's worth. Not enough that he's the CEO of the most valuable company in the world, no that's not enough. His freakin' sexuality is more important than anything else and he's gonna tell the world, and they have to listen!
In doing so, he may well wreck the company that Steve Jobs worked so hard to build, and then rebuild after the debacles of '85-'95.
I am deeply disappointed in Cook. And Steve Jobs may well have to come back from the grave to straighten this mess out. I can't imagine how this would end well otherwise. And so I'm afraid this will not end well at all.
In his mind, it does. Considering the ferocious competition for his demographic, I get the impression that companies are obsessed now with diversity -- anything left-wing to make themselves appear "cool" and maintain loyalty. I have a feeling, though, that all this will backfire, as it had with Starbucks and the race issue. (I threw out my SB money card; don't plan to go there anymore.)