Apple Inc (NASDAQ:AAPL) is not racist, according to the Apple CEO Tim Cook. In a long email that Tim Cook sent out to all Apple employees, he wrote ‘Apple is open’. He sent the email after an incident of racial profiling at an Apple store in Australia. According the Cook’s email the company is open to all ‘regardless of religion or race, sexual orientation or gender, disability, age, income, point of view, or language.’
The incident that happened earlier in November in an Apple Store garnered much international attention. Six black teenagers were asked to go away and leave the store by a store employee in Highpoint Shopping Center, Maribyrnongtells, Australia. The employee in question said, “they are just worried, you might steal something.” A video of the incident was posted on social media sites which went viral and drew much flak for the company.
“On Wednesday, (the Highpoint store manager) greeted the same group of students to express a heartfelt apology on behalf of our store and our company,” wrote Cook in the lengthy email. “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.’”
Cook also stressed the company’s policy of openness and inclusion as he posted a message on the website that customer “is the foundation” of the company. “It’s the reason we put so much care into the design of our products,” he wrote. “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.” According to the CEO, the incident was a rare case and definitely not a norm.
Tim also stated that “What people have seen and heard from watching the video on the web does not represent our values. That applies throughout our company, around the world with no exceptions”, Apple said in a statement emailed to CNBC. In the email, Cook also said that the company will use this unfortunate incident as an opportunity for training and reinforcing values in its employees.
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Posted by Francis Ose on Tuesday, November 10, 2015