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'.

Advertisement

"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."

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. Alienware 15 Arrives on Flipkart: Is This the Ultimate Mid-Range Gaming Powerhouse?
  2. Tecno Pova 8 Pro 5G Tonino Lamborghini Limited Edition Unveiled
  3. These Flagship Oppo Find X10 Series Phones Could Launch Soon in India
  4. Poco X8 Power, X8 With 50-Megapixel Camera Debut in India: See Prices
  5. Xiaomi Smart Band 11 Active With a 1.47-Inch Screen Debuts: See Price
  6. Luna Band Goes on Sale Globally: Price in India, Features
  7. Xiaomi Power Bank 20000mAh 165W to Launch in India On This Day
  1. IFA 2026: Lenovo Unveiled New IdeaPad, Yoga and ThinkBook Laptops
  2. IFA 2026: Nvidia RTX Spark PCs, Local AI Tools Announced With October Launch Planned
  3. WhatsApp Reportedly Rolling Out Third-Party AI Agent Chats to Android Users
  4. Luna Band Now Available Globally: Check Price in India, Specifications and Features
  5. Pocket Bitcoin Data Breach Exposes Personal and Financial Information of 5,411 Customers
  6. Google Pixel Watch 5 Stephen Curry Special Edition Goes on Sale: Price, Features and More
  7. IFA 2026: Noise Master Buds Open With Sound by Bose Technology Unveiled
  8. Binance Warns of Phishing Scam Targeting Crypto Users With Fake Account Security Alerts
  9. Oppo Find X10 Pro Max, Find X10 India Launch Seems Imminent as Phones Appear on Certification Site
  10. Xiaomi Smart Band 11 Active Launched With Up to 21 Days of Battery Life; Smart Band 11 Price, Features Revealed
Download Our Apps
Available in Hindi
© Copyright Red Pixels Ventures Limited 2026. All rights reserved.