While not as recognized as Steve Jobs, Tim Cook has great influence over Apple’s corporate culture and brand image.

Recently Apple’s CEO, Tim Cook, publicly announced that he is “proud to be gay”.  In “Thank You Tim Cook”, Magaret Munford, an MBA student from Duke, describes how this impacts her personally as well as “any community that has struggled to hear its own voice in the crowd,”. While I appreciate the manner in which Munford connects with the news on a very personal level, I would instead like to expand on the impact this will have on Apple as a corporation.

Tim Cook’s coming out will certainly have a positive influence on Apple’s corporate culture, which is centered around innovation and efficiency (depicted in the video below). The announcement indicates to employees that the workplace is an inclusive environment that encourages everyone to express who they are despite sexual, racial and religious differences. More comfortable employees will consequently be more creative and efficient.

Of course, there is also the benefit to Apple’s brand image from the publicity Tim Cook is receiving as the first openly homosexual Fortune-500 CEO. While consumers currently perceive the company as the leading innovator in technology,the real point-of-difference for Apple is the experience associated with its product and name. What could be more appealing to buyers than associations with a company which exemplifies equality and tolerance within the workplace and society?

Additional Sources: “Here Are All The Openly Gay CEOs In The Fortune 500”

Image Sources: IB Times

Youtube Video: https://www.youtube.com/watch?v=X9SK052cF3c