Tech giant Apple made headlines last week for, like its Silicon Valley buddy Facebook, offering to cover the costs of female employees’ freezing their eggs, up to $20,000, for non-medical reasons.

While both companies frame the perk as part of their support of fertility, family, and parenthood (both Facebook and Apple reportedly have very generous coverage of fertility treatments, adoption support, and surrogacy support), it’s clear that this program also complements their ongoing effort to recruit more young women into tech. After a number of tech companies released their dismal diversity numbers earlier this year, there is a renewed cultural focus on encouraging young women to pursue an education in math and science that will lead to a high-paying position in tech.

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