Read: Tim Cook's Email About Black Teens Being Asked to Leave Apple Store

Advertisement
By Gadgets 360 Staff | Updated: 14 November 2015 15:50 IST

On Thursday, Apple apologised after a group of black teenagers was asked to leave an Apple Store in Melbourne, where a staffer had expressed concern they would shoplift.

Now, CEO Tim Cook has written an email to all Apple employees, terming the incident 'unacceptable', adding though 'Apple is open', the Cupertino-based company will take lessons from the incident to 'learn and grow'.

"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," Cook wrote. " 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."

Advertisement

Here's the full text of Tim Cook's email, as shared by Buzzfeed:

Advertisement

Subject: Apple is open

Team,

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.

Advertisement

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.

Advertisement

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."

Her words that day echoed a message you've heard many times from me and from Angela. It's a simple pledge we all make to our customers and to ourselves:

Apple is open.

Our stores and our hearts are open to people from all walks of life, regardless of race or religion, gender or sexual orientation, age, disability, income, language or point of view. All across our company, being inclusive and embracing our differences makes our products better and our stores stronger.

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.

Tim

 

Get your daily dose of tech news, reviews, and insights, in under 80 characters on Gadgets 360 Turbo. Connect with fellow tech lovers on our Forum. Follow us on X, Facebook, WhatsApp, Threads and Google News for instant updates. Catch all the action on our YouTube channel.

Advertisement

Related Stories

Popular Mobile Brands
  1. OnePlus Teases OnePlus Turbo 6 Series China Launch Date, Key Specs
  2. The Most Exciting Exoplanet Discoveries of 2025: Know the Strange Worlds
  1. OnePlus Turbo 6, OnePlus Turbo 6V China Launch Date Announced; Key Specifications Revealed
  2. This Strange New Crystal Could Power the Next Leap in Quantum Computing
  3. The Most Exciting Exoplanet Discoveries of 2025: Know the Strange Worlds Scientists Have Found
  4. Chainsaw Man Hindi OTT Release: When and Where to Watch Popular Anime for Free
  5. Athibheekara Kaamukan Is Streaming Online: All You Need to Know About the Malayali Romance Drama
  6. Dhandoraa OTT Release: When, Where to Watch the Telugu Social Drama Movie Online
  7. Cashero Is Streaming Online: Know Where to Watch This South Korean Superhero Series
  8. A Thousand Blows Season 2 OTT Release: Know When, Where to Watch the British Historical Drama
  9. Mi Savitribai Jotirao Phule OTT: Know When and Where to Watch the Marathi Biographical Series
  10. Photon Microchip Breakthrough Hints at Quantum Computers With Millions of Qubits
Gadgets 360 is available in
Download Our Apps
Available in Hindi
© Copyright Red Pixels Ventures Limited 2025. All rights reserved.