Tim Cook orders retraining for all staff in the Australian Apple Store where six kids were tossed

Tim Cook orders retraining for all staff in the Australian Apple Store where six kids were tossed
The other day, we told you about an Apple Store in Australia where six black kids were told to leave after the staff feared that they might shoplift. Video of the incident was displayed over social media, and showed an Apple Store manager telling the teens that other staff members were worried that they might steal something. After the young men tried to present their side of the story, the manager cuts them off and has them leave.

Today, Apple CEO Tim Cook ordered that the entire staff of this particular Melbourne based Apple Store be retrained on "inclusion and customer engagement." A copy of an email written by Cook and sent company-wide was obtained by Buzzfeed News. In it, he called the actions of the Apple Store employees involved in the incident, "unacceptable." He added that what happened  "does not represent our values." Speaking of the company's top executives, Cook wrote, "None of us are happy with the way this was handled."

There has been no official word from Apple about the status of the manager who was seen in the video talking to the kids. One person with knowledge of the situation said that the manager has not returned to the store since the night of the incident. What this means is open to interpretation.

For a company that prides itself on inclusion, this is a bitter pill to swallow. As Cook stated in his email, "Respect for our customers is the foundation of everything we do at Apple." You can read his entire message below.


source: Buzzfeed via TheGuardian

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96 Comments

130. BROWN_KNIGHT

Posts: 7; Member since: Nov 15, 2015

First time here...I am Dominican and I am from nyc...I encounter racism several times a week...on subways and the buses..Even when dressed in my work scrubs, I have been followed around in a store... Phonearena you posting this stupid s**t about Cookie handling this?? Is this a joke?? These idiots should be fired....

124. pureviewuser

Posts: 501; Member since: Nov 11, 2012

Honestly I don't think it was a racist incident maybe I'm mistaken in my opinion the staff were suspicious of the youths alleged behaviour I say alleged because I have not seen the video. However this is about perception irrespective of the youths ethnic background any perceived suspicious activity must be investigated that said this must be done in a tactful manner so not to cause offence. Mr Cook did the right move and I applaud his stance on the whole issue and if there was an element of racism in the incident the it must be dealt with decisively as it is unacceptable.

113. roscuthiii

Posts: 2383; Member since: Jul 18, 2010

The Apple employee should be let go, not retrained. Retraining isn't going to change his disposition. He'll just hide it, bury it down, and over time become even more resentful. Plus... Bad PR like that will, for a long while, tarnish that store's reputation as "that racist Apple store." If I were Tim Cook, that store would have new management in-bound and an audit conducted to determine any other past transgressions in conducting business.

111. 99nights

Posts: 1152; Member since: Mar 10, 2015

Australia is a pretty rascist place (i know being a non white living in oz) although I'm sure other countries aren't any better.

97. BobbyDigital

Posts: 2127; Member since: May 29, 2014

Qwertyphone is a racist punk hiding behind the Internet of anonymity. Nothing but a keyboard warrior.

82. MrElectrifyer

Posts: 3960; Member since: Oct 21, 2014

There's multiple parts to this story that really need to be told to make any conclusion. It's really similar to that case where a police officer shot an unarmed man, and the media wrote the headlines like it was a racial act, seriously blackmailing the cop. I too was guilty of taking media at face-value and thinking the cop was being racist. However, once I learned about that black man the cop shot being a gang member, of whom there were videos showing him assaulting some individual with a gang group, I felt really sorry for the cop himself. Severly blackmailed for killing an unarmed man because he's black, creating distrust in cops, raising beliefs that curroption is growing, etc. Whereas he could have just done it out of self-defense... Gotta have the full story before believing anything, regardless of race...

104. tedkord

Posts: 17544; Member since: Jun 17, 2009

I'm not familiar with the story you're talking about, but it doesn't matter what the black man's affiliations or past actions were, if he wasn't at the time a danger to the cop or anyone else, then he should not have been shot. Cops aren't judges/juries/executioners, and deadly force is ONLY for ending a dangerous situation. No, I won't shed any tears for someone like that being killed, but that doesn't excuse wrongdoing by an officer (or anyone else).

110. Awalker

Posts: 1988; Member since: Aug 15, 2013

It's crazy that some people think past actions justify murder.

127. engineer-1701d unregistered

any danger to a cop is authorization for cop to shot

77. BATTERY_LIVES_MATTER

Posts: 106; Member since: Sep 01, 2015

Liberalism racket to some, mental disorder to others.

61. xfire99

Posts: 1207; Member since: Mar 14, 2012

If he really care, he would fired the manager directly and not just retrained the staffs. Just pr trick with a sympathy letter. Why didnt gay Cook replied back when Computer Bild got theirs PR accreditation pulled?http://9to5mac.com/2014/09/30/europes-best-selling-computer-magazine-bild-gets-apple-pr-accreditation-revoked-after-bendgate-video/

41. bugsbunny00

Posts: 2267; Member since: Jun 07, 2013

lol @retain why not fired?!..tim cook you need to learn too.

20. Taters

Posts: 6474; Member since: Jan 28, 2013

I would associate Apple with neither openness or respect for their customers. If they were so open, IOS wouldn't be so closed. And if they respected their customers they wouldn't be able to sell you an 16gb iPhone 6s for $899 Canadian with a straight face. They disrespect their customers pretty badly if anything. Lol

27. tacarat

Posts: 855; Member since: Apr 22, 2013

You have to remember they cater to the computer-phobes of the world and charge to do so. It pains me to meet Mac types that not only know nothing of their computers, but are damn proud of the fact. They're being charged for child-proofing the tech and babysitting.

39. engineer-1701d unregistered

i have upper corp that dont know how to update the iphone 5 and 4s that they have or how to stop the annoying popup about itunes on pics every 3 sec. lol simple people

40. tacarat

Posts: 855; Member since: Apr 22, 2013

"What did the popup say? How should I know?"

99. DnB925Art

Posts: 1168; Member since: May 23, 2013

LOL this X1000

7. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Sure if a black manage had told 6 whites they couldn't come in the store for fear they may steal something, which could or could not be true; he would have been fired on the spot. They need to give all of them something. I mean something worthwhile. Like some stock options and free products and millions on top

16. joevsyou

Posts: 1093; Member since: Feb 28, 2015

not all companies are dicks to their employees when they mess up. However you can bet he won't be getting promotions anytime soon or raises or bonus's

29. Awalker

Posts: 1988; Member since: Aug 15, 2013

A mess up is giving a customer the wrong iPhone color. This is a fire his a** f**k up.

17. greyarea

Posts: 267; Member since: Aug 14, 2015

I should be less suprised about the attention this is getting because apple is a huge name. But there are plenty of stores that don't allow groups of kids of any race and for a reason, it didn't come from nowwhere. Haven't seen anything about how much this store has lost to theft but at least around here it's enough that it's paid attention to. I remember not being allowed into a sharper image because it was a 18+ store, which was lame but there for a reason. People mess crap up for the rest of us, it sucks but it's not uncommon. I guess no one cares when the candy store does it but I suppose apple stores should be able to handle that better.

30. shinywindow unregistered

How about they get jobs and quit freeloading and expecting handouts from society?

75. greyarea

Posts: 267; Member since: Aug 14, 2015

How about you try staying on topic? That's some stormfront level commenting you've got going.

38. engineer-1701d unregistered

you do know that the race war in america is not in other parts of the world right. i didnt know anything about racism until moving to america. within 10 days of high school its blacks on whites crazy. and am in a mixed family.

47. BobbyDigital

Posts: 2127; Member since: May 29, 2014

I guess you haven't been to too many other parts of the world then.

126. engineer-1701d unregistered

lived in 4 total and been to 10 countries

6. tacarat

Posts: 855; Member since: Apr 22, 2013

What an I supposed to troll? That wasn't the standard boiler plate! Oh well. Next time.

5. Awalker

Posts: 1988; Member since: Aug 15, 2013

What do you mean retrain me? Fire them and get new staff.

19. EC112987

Posts: 1216; Member since: Nov 10, 2014

I agree!! honestly they should of been fired. Retraining them is a joke and honestly you can't fix racism with a class. Smh

24. Awalker

Posts: 1988; Member since: Aug 15, 2013

"Retrain me" was supposed to be "retrain them".

* Some comments have been hidden, because they don't meet the discussions rules.

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