In a testament to Tim Cook's character, the Apple CEO recently penned an op-ed piece in the Washington Post regarding the recently passed legislation in Indiana which allows business to discriminate against individuals on account of their sexual orientation, all in the name of religious freedom.
With the Apple Watch set to launch in under a month, April is arguably the most important month Apple has seen in quite some time. And still, Cook has no qualms about throwing his hat into the ring and getting involved in a debate that might alienate some more closed-minded customers. All of this reflects highly on Tim Cook insofar as he's not afraid to speak out on important issues even in anticipation of one of the company's most important product launches ever.
Our message, to people around the country and around the world, is this: Apple is open. Open to everyone, regardless of where they come from, what they look like, how they worship or who they love. Regardless of what the law might allow in Indiana or Arkansas, we will never tolerate discrimination.
This isn't a political issue. It isn't a religious issue. This is about how we treat each other as human beings. Opposing discrimination takes courage. With the lives and dignity of so many people at stake, it's time for all of us to be courageous.
The entire op-ed is well worth a read. Though Cook has notoriously been somewhat private, he has in recent months really embraced his position as a public figure.