Rainbow consumerism has started for 2024?
In a move that is said to “champion global movements to protect and advance equality for LGBTQ+ communities,” Apple introduced a new Apple Watch Pride Edition Braided Solo Loop, available to order starting May 22, along with a matching watch face and dynamic iOS and iPadOS wallpapers, available in an upcoming software update.
And for the first time, the Pride watch face and wallpapers can be customized “to showcase a spectrum of colors representing the vibrancy and diversity of LGBTQ+ communities.”
In a statement, Apple stated that through its Pride Collection, it continues to “Apple is proud to continue “its support of LGBTQ+ advocacy organizations whose efforts are bringing about positive change.”
It is worth noting, nonetheless, that even if Apple is a global company, it mainly supports American LGBTQIA organizations, including ILGA World, Human Rights Campaign, Encircle, Equality North Carolina, Equality Texas, GLSEN, Equality Federation, National Center for Transgender Equality, PFLAG, SMYAL, and The Trevor Project.
For 2024, the so-called “Pride Edition Braided Solo Loop” is said to evoke “the strength and beauty of LGBTQ+ communities with a vibrant, fluorescent design inspired by multiple pride flags, and features a laser-etched lug that reads ‘PRIDE 2024.’ The colors black and brown symbolize Black, Hispanic, and Latin communities, as well as those impacted by HIV/AIDS, while the pink, light blue, and white hues represent transgender and nonbinary individuals.”
Meanwhile, the new “Pride Radiance” watch face and iOS and iPadOS wallpapers are said to “bring bold, symbolic color to Apple Watch, iPhone, and iPad. Signaling hope, strength, and fellowship to LGBTQ+ communities, the beams of light glow against a dark background, and stack on top of each other to represent the everlasting impact of LGBTQ+ activism and its role in illuminating the path to greater equality for future generations.”
On Apple Watch, the colors trace each numeral of the watch face and react in real time as the user moves their wrist based on input from the gyroscope. On iPhone and iPad, beams of color spell out “Pride” and dynamically move when the user unlocks their device.
The new Pride Radiance watch face and iPhone and iPad wallpaper will be available soon with watchOS 10.5, iOS 17.5, and iPadOS 17.5.
So… for those who believe showing pride = consumeristic spending, start adding to the shopping basket.
