"At Apple, we try to make sure people understand that they don’t have to check their identity at the door."
Writing in an open editorial in the Wall Street Journal, Apple CEO Tim Cook has discussed his feelings regarding race, gender, nationality and sexual orientation.
Urging American senators to support the Employment Nondiscrimination Act, the usually quiet head of Cupertino explained the importance of equality in the workplace, and how companies such as Apple offer protection against discriminatory policies and practices for staff.
"Long before I started work as the CEO of Apple, I became aware of a fundamental truth: People are much more willing to give of themselves when they feel that their selves are being fully recognized and embraced.
"As we see it, embracing people's individuality is a matter of basic human dignity and civil rights.
"It also turns out to be great for the creativity that drives our business.
"We've found that when people feel valued for who they are, they have the comfort and confidence to do the best work of their lives."
Getting his wish, the US Senate voted to pass the legislation, which now needs approval by the House of Representatives.
Thanks to all Senators who supported ENDA! I encourage the House to follow suit and end discrimination. http://t.co/nXEhA9IKRf
— Tim Cook (@tim_cook) November 7, 2013
Reiterating Apple's commitment to workplace equality, Cook believes that even from purely a working perspective, promoting equality makes good business sense.
“If our coworkers cannot be themselves in the workplace, they certainly cannot be their best selves,” Cook wrote.
“When that happens, we undermine people’s potential and deny ourselves and our society the full benefits of those individuals’ talents.
"We’re committed to creating a safe and welcoming workplace for all employees, regardless of their race, gender, nationality or sexual orientation.”