why "come out." Why do you feel you need to tell others you're gay? I don't feel like I need to tell everyone I'm straight.

I never understood this. You're gay, so what? What is this thing with some people feeling like they just have to tell others about their personal sexual orientation; especially in the context of business article. This has nothing to do with Apple.

If they wanted to report on Apple's equality they could have left things with the two sentences:

"The company I am so fortunate to lead has long advocated for human rights and equality for all. We’ve taken a strong stand in support of a workplace equality bill before Congress, just as we stood for marriage equality in our home state of California."

and be done with it.