Fiorina, like the rest of the GOPe uses code words and can't call the problem by its name. In this case, the homosexual agenda comes out as "identity politics".
As for Tim Cook, I try to purchase products based on their utility, not marketing. What Cook said about religious freedom laws was simply bad marketing. He alienated a large group of potential customers, just as much as if he had badmouthed socialists. His Board should tell him to leave his politics at home or seek other employment. Since that won't happen, Apple will end up losing a point or two of market share.
Don't count on that with people like Al Gore on the Apple board.