Apple CEO Tim Cook has asked his staff to be retrained on inclusion and customer engagement following a racism scandal where an Apple Store in Australia kicked out black teenagers because they might steal something.
Apple was accused of racism when a group of black teenagers from Sudan and Somalia were shown the door by employees of the Apple Store in Melbourne, who were concerned that they might steal something. The six boys who were 10th grade students from Maribyrnong College according to CBS News were denied entry to the store by a staff member and two security guards. The video of this exchange was recorded by a resident of Melbourne and put on Facebook where it went viral. The 20 second video shows the boys being asked to leave the store and the employee saying, ?We are worried you might steal something.? One of boys from the group replies, ?Why would we steal something?? The video was shared more than 222,400 times according to The Guardian.?Later an Apple senior store manager apologized to the boys and said they would always be welcome at their store.
Tim Cook in a letter to his staff calls this situation unacceptable in a email that was made available to BuzzFeed News. According to Tim Cook this incident doesn?t represent their values and this wasn?t a message they would ever want to deliver to a customer or ever hear themselves. The email also said, ?Our store leadership teams around the world, starting in Australia will be refreshing their training on inclusion and customer engagement. These concepts and practices they know well, but can always stand to reinforce.?
Apple also said that 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 country, being inclusive and embracing our differences makes our products better and our stores stronger. ?Apple is Open? in words of Tim Cook.