What you need to know
- Apple CEO Tim Cook presented the company's 'Peek Performance' March event on Tuesday.
- Eagle-eyed viewers were quick to spot his subtle nod to Ukraine amidst ongoing global events.
- Cook donned a blue sweater and a yellow Apple Watch band in support of the country.
As Apple CEO Tim Cook took to the stage for its March 8 'Peek Performance' event, many eagle-eyed viewers were quick to spot his subtle nod to Ukraine amidst the ongoing crisis in the country.
Fans tuned in with anticipation to see Apple announce its latest lineup of new products including the iPhone SE, iPad Air, Mac Studio, and new Studio display, as well as new colors of Apple's best iPhone, the iPhone 13. However, it's what Cook didn't say that has people talking.
As soon as he appeared on stage, many viewers noticed Cook's blue quarter-zip top, and his yellow watch band, undeniably a message in support and solidarity for the country of Ukraine.
Just realized #TimCook wearing a navy blue sweater + yellow Apple watch band showing solidarity with #Ukraine️ 🇺🇦 without saying a word. #AppleEvent pic.twitter.com/uR1LYFzOgHJust realized #TimCook wearing a navy blue sweater + yellow Apple watch band showing solidarity with #Ukraine️ 🇺🇦 without saying a word. #AppleEvent pic.twitter.com/uR1LYFzOgH— Nirav Mistry (@niravmistry) March 8, 2022March 8, 2022
Looking back through my screenshots from today's presentation, sure looks like Tim Cook's wardrobe selection with that quite visible (new) Lemon Zest Watch band was intentional to reflect the Ukrainian flag. pic.twitter.com/2sEqxCJbjjLooking back through my screenshots from today's presentation, sure looks like Tim Cook's wardrobe selection with that quite visible (new) Lemon Zest Watch band was intentional to reflect the Ukrainian flag. pic.twitter.com/2sEqxCJbjj— Neil Cybart (@neilcybart) March 8, 2022March 8, 2022
When Tuesday, March 1 passed without an Apple event announcement, some were quick to speculate that Apple had chosen to delay or even cancel its event in light of the ongoing Russian invasion of Ukraine, which is dominating the news. When Apple did announce its event the following day, others wondered whether Cook might take the opportunity and the platform to address the situation head-on. However, the internet's response is clear, and it seems Cook managed to send a powerful message without saying a word.
Indeed, Cook had already tweeted previously in support of Ukraine, and Apple has announced that it has ceased sales in the country in response to the violence.
Cook's attire is not only interesting because it shows support and solidarity for Ukraine. It also shows that the Apple event was likely not recorded until very recently, perhaps less than a week before it was announced. Apple sweats every single detail of its products, marketing, and presentations, so there is simply no way that this was an accident or a coincidence.
At the event, Apple announced a series of new products including a major upgrade to Apple silicon in the form of M1 Ultra.
You can read the full official statement from Apple on the crisis in Ukraine below.
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Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.
Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9