Long before Friday’s Lyft IPO mania, we were all talking about Apple’s big Monday media event, which I watched from afar.

Maybe it was because we already knew what was coming. Or that Apple wasn’t ready to share many details.

But the thing I can't get out of my head about Apple’s big media news this week has nothing to do with the particulars of the new news service which, based on a few days of usage, is really version 9.0 of attempts to create a digital magazine newsstand. And if you want to know what I think about the idea of news organizations looking to tech companies to bundle their subscriptions, I’ll point you to this past column, because frankly I have become a broken record and suspect many of you don’t need me to repeat my arguments—again.

My reaction also has nothing to do with the particulars of the new video service, which will, as far as I could tell from the announcement, for some price, give me some content, including two Oprah documentaries.

No, what jumped out at me was the somewhat surprising way Apple leveraged social issues—specifically calls for greater diversity and inclusion—in its branding of them. And because this is Apple, which applies the same care to its sizzle reels as its iPhone bezels, no branding choice should go unnoticed.