Apple is under renewed pressure over its diversity policies after President Donald Trump urged the company to abandon them. His call came a day after shareholders overwhelmingly voted to keep the initiatives, despite growing opposition from conservative groups.

Trump took to Truth Social to demand the complete removal of diversity, equity, and inclusion (DEI) policies, calling them a 'hoax' that has harmed the country.

Major US corporations, including Meta and Alphabet, have scaled back DEI efforts since Trump's return to office. He has argued these policies are discriminatory and has suggested that the Department of Justice could investigate their legality.

His administration has already moved to end DEI initiatives in federal agencies and the private sector, citing concerns over fairness and merit-based hiring.

Apple has defended its approach, stating that it does not impose quotas but focuses on broader inclusion efforts. CEO Tim Cook reaffirmed the company's commitment to diversity while acknowledging potential adjustments in response to changing legal landscapes. He emphasised that Apple's core values of dignity and respect would remain unchanged.

Shareholder support for DEI policies at Apple contrasts with recent corporate trends, as many companies have been scaling back such programmes.

Critics warn that continuing these efforts could expose businesses to legal challenges, while supporters argue they are essential for addressing long-standing inequalities. Apple has yet to comment on whether it will revise its policies following Trump's latest remarks.