Apple CEO Tim Cook introduced on March 8, 2022 a slew of products straight to the camera (there was no applauding audience because of Covid-19), but what caught my eye was an analog detail: He wore a yellow watchband and blue sweater, matching the colors of Ukraine's flag.
has contacted Apple to see if this fashion choice was an intentional Ukraine-supporting Easter Egg or a mere coincidence . Visual signs of support for the country under siege by a nuclear power are common among public figures as of late.attending the State of the Union address last week, Cook used his guaranteed airtime to reproduce a chromatic meme that has saturated much of the world since Russia invaded Ukraine nearly two weeks ago: Donning the colors that flag.
One of the reasons Apple — the world's most valuable company, with a market cap that briefly surpassed $3 trillion earlier this year — is in a position to play geopolitics is the scope and scale of its operation. Apple is first and foremost a hardware manufacturer. Still, it's also a payment processor, one of the relatively few gatekeepers in the digital information ecosystem, and publisher of a digital map that defines space for more than one hundred million users. That scope and scale give Apple a tremendous amount of leverage over governments.
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