Tim Cook Talks About Intolerance And Says Apple is Open To All
Tim Cook Talks About Intolerance And Says Apple is Open To All

After the shockwave occur with a black people discontinue to entering to the Apple store in Australia, Tim Cook reaction after the Intolerance.

After the incabível situation that happened in Melbourne shop in Australia, Apple CEO decided to rule on the case of intolerance which, according to him, is not part of the culture and company values.

Not long ago, a video surfaced of three dark youngsters from Sudan and Somalia being banished from entering an Apple store in Melbourne, Australia, on the grounds that a representative thought “they may take something.” The organization hence apologized.

Tim Cook Talks About Intolerance And Says Apple is Open To All

In a letter published on the popular sites like TechViral, Tim Cook commented that this type of the event is not part of what they want to pass on to consumers.

“What individuals have seen and gotten notification from viewing the video on the web does not speak to our qualities. It is not a message we would ever need to convey to a client or hear ourselves,” Cook wrote in the companywide email. “None of us are content with the way this was taken care of.”

He pointed out that this was an isolated case, and the store manager personally apologized to students who were expelled from the store. She even invited the boys to visit the store again and reaffirmed that they will always be welcome at the Apple Store.

Read the email below

Subject: Apple is for all


I’m sure you are all aware of the unacceptable incident which took place at our store at the Highpoint shopping center in Melbourne, Australia, on Tuesday. Several young men, who are students at a nearby school, had been asked by a security guard to leave the store. In an attempt to address the situation, one of our store employees gave an answer which shocked many of us.

What people have seen and heard from watching the video on the web does not represent our values. It is not a message we would ever want to deliver to a customer or hear ourselves. Our employee immediately expressed his regret and apologized to the students.

None of us are happy with the way this was handled. But we can all be proud of Kate, one of the senior managers at the Highpoint store.

On Wednesday, she greeted the same group of students to express a heartfelt apology on behalf of our store and our company. She reassured these young men that they and their fellow classmates would always be welcome at our store. The school’s principal later told a reporter that she delivered her message “with good grace,” and one of the students said, “It feels like we have justice now.”

The Apple Store Highpoint is staffed by people who share these values and illustrate our commitment to diversity. The team is made up of coworkers from Australia, as well as Egypt, Italy, India and five other nations. Collectively they speak 15 languages, including Urdu, Portuguese, Arabic and Mandarin.

While I firmly believe that this was an isolated incident rather than a symptom of a broader problem in our stores, we will use this moment as an opportunity to learn and grow. Our store leadership teams around the world, starting in Australia, will be refreshing their training on inclusion and customer engagement. These are concepts and practices they know well, but can always stand to reinforce.

Respect for our customers is the foundation of everything we do at Apple. It’s the reason we put so much care into the design of our products. It’s the reason we make our stores beautiful and inviting, and extend their reach to benefit the communities around them. It’s the reason we commit ourselves to enriching people’s lives.

Thank you all for your dedication to Apple, to our values, and to the customers we are so very fortunate to serve.


As indicated by the email, “store administration groups the world over, beginning in Australia, will be reviving their preparation on incorporation and client engagement.” It is vague if any disciplinary measures were taken against the director included in the occurrence, however various sources acquainted with the circumstance say the representative hasn’t been at the store subsequent to.

Tim Cook said that the manager of the message is something they always want to convey: Apple is open to all, regardless of lifestyle, race, religion, gender, sexual orientation, age, social class, language or viewpoint.

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Although writing a long text and repeat the issue of brand values, Apple’s CEO at no time made a formal apology, nor commented on the steps that have been taken with respect to the employee who railed young consumers.