Apple CEO Tim Cook marched Sunday in San Francisco's 44th annual Gay Pride parade.

Wearing an Apple Pride t-shirt, Cook marched with members of the company's LGBT affinity group, reported.

While Cook has neither denied nor confirmed rumors that he's gay, he is a strong supporter of LGBT rights.

In the last several weeks, two major outlets, CNBC and NPR, have repeated that rumor. CNBC's mention on Squawk on the Street led to an awkward moment.

(Related: CNBC, NPR repeat rumor Apple CEO Tim Cook is gay.)

Photos on social media from the event show a smiling Cook posing with various Apple employees.

“PRIDE!!! Thanks @tim_cook!” tweeted Mark Bober (pictured above).