Two out of Apple Inc.’s (NASDAQ:AAPL) five vice presidents listed on the “Leadership” page are now women and are shown in the formerly all-male executive profiles section of the Cupertino company’s website, according to a report on Apple Insider. Following a furor over the lack of women in its ranks, the firm is taking steps to improve its gender and racial image by diversifying its upper echelons with people from a wider selection of backgrounds.
Apple watchers are already familiar with Lisa Jackson, Apple’s Vice President of Environmental Initiatives. Ms. Jackson served as the 12th Administrator of the United States Environmental Protection Agency (EPA), a position she held between 2009 and 2013. Since her arrival at Apple, the company has finally won the seal of approval from Greenpeace for its environmental initiatives, after being blasted for years as an ecologically irresponsible company. She is also of African-American descent, making her a choice for even greater diversity.
Denise Young Smith, another African-American woman, is Apple’s (AAPL) Vice President of Human Resources. Ms. Smith is a long time Apple employee who was recently reshuffled into the top ranks after working in human resources for Apple retail stores. She is expected to bring personnel standards more in line with the industry, replacing the quirky, ad hoc system preferred by former CEO Steve Jobs.
Apple has other female vice presidents, though they are not listed directly on the Leadership page. Angela Ahrendts migrated to the California electronics company from Burberry, and is now Vice President of Retail Operations. Ms. Ahrendts is expected to continue to refresh Apple’s marketing strategies, and offer an improved set of marketing efforts for the 21st century.
Until recently, Katie Cotton was Apple’s (AAPL) Vice President of Communications. Ms. Cotton gained a formidable reputation during her 18 years at the fruit-themed firm, being colorfully described by a former associate as “the Darth Vader to Steve Jobs’ Emperor.” Though she was supposed to be the head of Public Relations, her approach seemed to twofold, stonewalling anyone looking for information on one hand, and using her famous rages to intimidate others inside and outside the company.
Apple Inc. (AAPL), of course, remains a predominantly white and male firm. Regardless of how it changes its executive structure, it appears likely to continue drawing fire until it is no longer majority white and/or male. Of course, if the speculation is correct that these demographics are overrepresented because others are simply not interested in technology jobs, rather than as a result of systematic discrimination, then the Cupertino company is doomed to continue drawing fire forever.
If, on the other hand, if the company is still suffering from the aftereffects of racism and sexism, a more diverse future is likely, with women and minorities destined to supplant white men as the main workforce elements in the firm.
