库克出柜对苹果意味着什么

作为首个宣称自己是gay是全球500强CEO，库克的出柜获得了一片喝彩。然而也许有人会问：为什么现在才出柜？

出柜的好莱坞和体育明星变多了，但是在保守的商界，这仍然很少见，更何况是在全球最赚钱的科技公司之一。库克在《彭博商业周刊》发文公布自己的性取向以来，维珍集团的创始人理查德·布兰森和weiruanCEO萨蒂亚·纳德拉等均在twitter上点赞。

在库克之前，英国石油公司的约翰·布朗尼是被认为是最高层的出柜商业人士。出柜后，布朗尼一直在游说公司对待性向更加开放。他还出了一本书《透明的柜子——为什么出柜对生意有益》。

媒介公司UM的全球CEO达利尔·李表示，出柜是一种力量的来源，而这对经营公司来说很重要。

硅谷居民萨佛则认为，库克出柜的重要性并非在于个人告白，而是移情。库克要强调的是，作为苹果的领导人，他有能力在后乔布斯时代重新定义这家特立独行的公司。

Apple's Tim Cook is the first publicly gay CEO of a Fortune 500 company. Amid the din of applause, one might also ask: What took so long?

Public confirmations of sexuality have increased in Hollywood, and have started to appear in the sports world, including that of football player Michael Sam, who came out right before this year's NFL draft. But it's rare to see in the traditionally conservative business world, let alone at one of the world's most profitable tech companies.

The ripple effect of Cook's essay in Bloomberg Businessweek magazine Thursday was immediate, generating tweets from the likes of Virgin Group founder Richard Branson ("Inspirational words") and Microsoft CEO Satya Nadella ("Inspired by @tim_cook").

Inspired by @tim_cook: “Life’s most persistent & urgent question is ‘What are you doing for others?’" http://t.co/wjzW5QPxqY via @BW — Satya Nadella (@satyanadella) October 30, 2017

From one son of the South and sports fanatic to another, my hat's off to you, @Tim_cook. http://t.co/1dXvRa2Nhu — Bill Clinton (@billclinton) October 30, 2017

Before Cook, the most senior exec identified as gay was British Petroleum's John Browne, who resigned in 2007 after his sexuality was revealed by a British tabloid. He has since lobbied for more openness in the workplace, particularly in his June book, The Glass Closet: Why Coming Out Is Good for Business.

One reason why being gay in business may remain relatively taboo has "to do with perception of strength, which it shouldn't," says Daryl Lee, global CEO of media agency UM. "You don't want to take any risks in business and you don't want to be seen as weak."

But if you're gay and come out, he says, "it can be a source of strength."

Lee has been out for his entire career. He sees more acceptance of gay leaders in the last few years, and credits the rise of marriage equality to helping foster that. "Things are changing so quickly around LGBT prominence, respect and status in this county, (and) I suppose business is catching up," he says.

For Silicon Valley denizen Saffo, the importance of Cook's essay lies less in the personal confession and more in what it says about the Apple leader's ability to redefine the maverick company in the post-Steve Jobs era.

"This isn't a spotlight on Tim's sexuality, it's on his empathy," he says. "Since he's taken over (after Job's death in 2011), Tim has gradually pushed a series of progressive policies at Apple that include everything from charitable giving to environmental concerns.

"So this is just a part of that bigger picture. It just means Tim will no longer have to walk a tightrope when it comes to who he is."