Tim Cook has been an ardent supporter of LGBT rights while leading the ship at Apple. That continued this weekend, as Apple (in a display known as “Apple Pride”) participated in the San Francisco Pride Celebration & Parade, one of the many gay pride parades held Sunday across the United States.

Apple gave out $1 iTunes gift cards to onlookers at the parade, allowing them to download free songs from the iTunes Store. It also celebrated the event by including an “LGBT Gay Pride” station on iTunes Radio.

Taking a note out of Craig Federighi’s WWDC conduct, Cook and Apple’s environmental adviser Lisa P. Jackson attended and took a number of selfies with those at the event. In a statement, Apple spokeswoman Michaela Wilkinson said, “Apple believes equality and diversity make us stronger, and we’re proud to support our employees and their friends and families in this weekend’s celebration.”

Cook also posted similar sentiments on his Twitter account, writing that:

Congrats to 5000 Apple employees/families who attended today’s Pride parade.Inclusion inspires innovation.#applepride pic.twitter.com/4DncX8F6fO — Tim Cook (@tim_cook) June 29, 2014

Late last year, Cook penned an opinion piece for The Wall Street Journal urging Congress to approve a bill designed to “protect workers against discrimination based on sexual orientation and gender identity.”

Source: Reuters