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The 2022 Apple Watch Pride band may not be the representation we need

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Opinion: Apple’s 2022 Pride Band for the Apple Watch falls short of the support that it can give to LGBTQ+ folk.
Apple has unveiled a new 2022 Pride band for the Apple Watch. The new Sport Loop style band was designed by members and allies of the LGBTQ+ community at Apple and features a simple rainbow running the length of the band. The word “Pride” has been woven into it in the style of the “Hello” greeting displayed on the original Macintosh back in 1984. It’s available to order today for $49 / £49 / AU$69 from Apple. com (opens in new tab), the Apple Store app, and in Apple Store locations beginning May 26. The band is compatible with the Apple Watch SE and Apple Watch 4 or newer (right up to the Apple Watch 7). A new Nike Pride Edition Sport Loop is also available; it features a similar rainbow design but adds in black stripes and removes the Macintosh style “Pride”. At the same time as unveiling the new bands, Apple announced a Shot on iPhone pride campaign. On its Instagram (@apple (opens in new tab)) the brand will feature a series of works from creatives that celebrate “present-day queer pioneers in places of historic significance to the LGBTQ+ movement.”
But while these efforts might raise awareness of the LGBTQ+ community – they stop short of the kind of meaningful impact Apple could be offering.

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