Apple racism allegation – Tim Cook orders inclusion and customer engagement training

Anthony Caruana
16 November, 2015
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Late last week, a group of teenagers walked into their local Apple Store at Melbourne’s Highpoint Shopping Centre – an unremarkable occurrence that is repeated across the world thousands of times each day. But what makes this specific instance special is that the youths were asked to leave the store because staff were concerned the lads might steal something.

Adding fuel to this fire was that the boys are of African heritage and it seems they were guilty of nothing other than ‘shopping while black’ – an extension of the euphemistically named ‘driving while black’ so-called crime.

It’s important to note, in our outrage, that the students from Maribyrnong College returned to the Apple Store with their principal and the Apple Store employee has apologised.

Apple CEO Tim Cook, in an internal memo, has said the incident was “unacceptable” and “none of us are happy at the way things were handled”.

All store leadership teams “starting in Australia” will undergo refresher training in inclusion and customer engagement.

“What people have seen and heard from watching the video on the web does not represent our values,” says Cook.




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