Apple’s 2025 Black Unity Collection Announced Amidst An Age Of Disunity

What a planet we’ve landed on. It’s certainly a different one than a few months ago. Or is it? Today Apple announced its 2025 Black Unity collection including a new Apple Watch Band and watch face in addition to wallpapers to honor Black History Month. This has become an annual Apple tradition since 2021, and is typically met with some, but not large, fanfare given that it can be classified as an appeal to a specific segment of the market. That said, it has historically been one of Apple’s signature signals about where it’s cultural (some say woke) heart lies. But that landscape has changed a bit with the election of the new oligarchic, nakedly racist regime in the United States, and with Tim Cook’s decision to donate $1 million dollars to the inauguration and attend that knee bending ceremony. Cook’s decisions will cast shadows on any Apple announcements going forward, certainly those that historically Apple has painted as a part of its civic and human consciousness. Many Apple fans, I count myself among them, are asking tough questions of themselves and Apple. The questions are tough, everyone is touchy, and feelings are raw. As an example, The MacRumors article announcing Apple’s announcement this morning illustrates just how touchy an issue is. Take a look at the footnote to their article below. I’m not judging anyone for what had to be a tough editorial decision, but the decision to move the discussion thread to the Political News section of the MacRumors forum speaks to the moment. Timing is everything in life, with or without punch lines. Black History Month  is always in February and for those counting the bruises on Apple, unfortunately February follows an ugly inauguration month. In order for there to be a punch line though, you first need to have a joke, and sadly, we’re not in joking territory as we muddle our way through this. You can find more of my writings on a variety of topics on Medium at this link, including in the publications Ellemeno and Rome. I can also be found on social media under my name as above.