The proposal urged Apple to follow a litany of high-profile companies that have recently rolled back diversity, equity and inclusion (DEI) initiatives.

Apple shareholders have rebuffed an attempt to pressure the technology trendsetter into joining President Donald Trump’s push to scrub corporate programmes designed to diversify the workforce.

The proposal drafted by the National Center for Public Policy Research — a self-described conservative think tank — urged Apple to follow a litany of high-profile companies that have retreated from diversity, equity and inclusion (DEI) initiatives currently in the Trump administration’s crosshairs.

After a brief presentation about the anti-DEI proposal, Apple announced shareholders had rejected it without disclosing the vote tally. The preliminary results will be outlined in a regulatory filing later Tuesday.

The outcome vindicated Apple management’s decision to stand behind its diversity commitment even though Trump asked the US Department of Justice to look into whether these types of programmes have discriminated against some employees whose race or gender aren’t aligned with the initiative’s goals.

But Apple CEO Tim Cook has maintained a cordial relationship with Trump since his first term in office, an alliance that so far has helped the company skirt tariffs on its iPhones made in China. After Cook and Trump met last week, Apple on Monday announced it will invest $500bn in the US and create 20,000 more jobs during the next five years — a commitment applauded by the president.

Tuesday’s shareholder vote came a month after the same group presented a similar proposal during Costco’s annual meeting, only to have it overwhelmingly rejected.

That snub didn’t discourage the National Center for Public Policy Research from confronting Apple about its DEI programme in a pre-recorded presentation by Stefan Padfield, executive director of the think tank’s Free Enterprise Project, who asserted “forced diversity is bad for business”.

In the presentation, Padfield attacked Apple’s diversity commitments for being out of line with recent court rulings and said the programmes expose the Cupertino, California, company to an onslaught of potential lawsuits for alleged discrimination. He cited the Trump administration as one of Apple’s potential legal adversaries.

“The vibe shift is clear: DEI is out and merit is in,” Padfield said in the presentation.

‘Culture of belonging’

The spectre of potential legal trouble was magnified last week when Florida Attorney General James Uthmeier filed a federal lawsuit against Target alleging the retailer’s recently scaled-back DEI programme alienated many consumers and undercut sales to the detriment of shareholders.

Just as Costco does, Apple contends that fostering a diverse workforce makes good business sense.

But Cook conceded that Apple may have to make some adjustments to its diversity programme “as the legal landscape changes” while still striving to maintain a culture that has helped elevate the company to its current market value of $3.7 trillion — greater than any other business in the world.

“We will continue to create a culture of belonging,” Cook told shareholders during the meeting.

In its last diversity and inclusion report issued in 2022, Apple disclosed that nearly three-fourths of its global workforce consisted of white and Asian employees. Nearly two-thirds of its employees were men.

Other major technology companies for years have reported employing mostly white and Asian men, especially in high-paid engineering jobs — a tendency that spurred the industry to pursue largely unsuccessful efforts to diversify.