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



1. sprockkets

Posts: 1612; Member since: Jan 16, 2012

No one steals from apple stores anyhow. Just the employees. C'mon Tim Cook, you should have told them that!

31. Wolf_Blitza

Posts: 64; Member since: May 30, 2014

If Apple had any scruples, they'd give those kids a 3-month subscription to Apple Music.

37. ibend

Posts: 6747; Member since: Sep 30, 2014

and those kids must buy iPhone6s to get that free subscription

54. yann

Posts: 614; Member since: Jul 15, 2010

Wow!!! How generous from you. Whole 3 months subscription? Wow. Maybe even a cartoon box from iPhone? Empty of course. ... You sound so Apple.

44. zeeBomb

Posts: 2318; Member since: Aug 14, 2014

I wanna know the full video


Posts: 652; Member since: Jun 28, 2014

If the world was a decent place it would be akin to the story of the Banjo left in an unlocked car... Store manager arrives in the morning realizing someone forgot to lock the doors.. Upon opening the doors they get burried by everyones unwanted Apple crap spilling out.

3. cripton805

Posts: 1485; Member since: Mar 18, 2012

They could have given them some free ipods or something. For "publicity" you know.

4. darkkjedii

Posts: 31045; Member since: Feb 05, 2011

Well said Mr. Cook. Glad to see you handle this unacceptable issue. One thing I love about the Apple store experience, is the racial diversity, people of all races employed, and patronizing. That manager was out of line, and should be removed...plain and simple.

28. shinywindow unregistered

But if they were white Jedi kids you wouldn't have a problem correct?

34. darkkjedii

Posts: 31045; Member since: Feb 05, 2011

I do not entertain stupidity, just ask TechieXP. Talk to me with intelligence, or go away.

50. Whateverman

Posts: 3295; Member since: May 17, 2009

What up DJ! Just popped in to see what's happening on PA... doesn't look like much has changed, huh?

67. darkkjedii

Posts: 31045; Member since: Feb 05, 2011

It hasn't bro still the same jack asses being jack asses. Hope all is well, good to hear from you bro.

118. Whateverman

Posts: 3295; Member since: May 17, 2009

Yeah, I see. You too bro!

119. darkkjedii

Posts: 31045; Member since: Feb 05, 2011

How's everything going

121. Whateverman

Posts: 3295; Member since: May 17, 2009

Dude... I'm on cloud nine! My wife and I are about to finalize the adoption of our TWO adorable babies (1 y.o and a 2 y.o). Got a better job to help support them all. Back in the gym so I can get guns like yours... life is good man! How about you and the misses?

129. darkkjedii

Posts: 31045; Member since: Feb 05, 2011

The Mrs., and I are doing great bro. She's on cloud 9 with her new car lol, my son graduated, and is now enrolled at in college (still in my pockets too). Just hanging in there, enjoying life my dude. It's good to see you back here, hope you stay.

36. engineer-1701d unregistered

well jedi you jump on the race thing as well without even knowing anything other than the o look its 3 young upstanding black teen citizens they would never do anything wrong, just from a video one of the teens shot edited in order to give bad pr to apple and get free iphone and ipads, i bet tim will offer them that, its a huge ruse and everyone here knows how much i hate apple and here i am standing up for them. i love bad apple pr as much as any person but when the race card is passed into the circle am done.

46. BobbyDigital

Posts: 2125; Member since: May 29, 2014

You sound ridiculous. Stop it.

68. darkkjedii

Posts: 31045; Member since: Feb 05, 2011

That's why I didn't even bother responding. +1 BD

49. TerryTerius unregistered

Equally ignorant as the person that sees racism in everything, is the one who blinds himself to its existence. Your post is overflowing with baseless assumptions, you know nothing of the kids or their character to assume it's some type of stunt, and I pity you that you legitimately seem to believe racial profiling doesn't exist. That, & I can practically hear the sarcasm dripping from your voice when you say "three upstanding black citizens", as if they're guilty of something. And I'm sick and tired of the completely meaningless phrase "race card" getting thrown around to try and shut down any and all accusations of racism, as if it negates the premise of racial bias.

5. Awalker

Posts: 1977; Member since: Aug 15, 2013

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

19. EC112987

Posts: 1215; 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: 1977; Member since: Aug 15, 2013

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

32. Taters

Posts: 6474; Member since: Jan 28, 2013

The letter said all management is being retrained, not just the Australia store.

6. tacarat

Posts: 854; Member since: Apr 22, 2013

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

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: 1091; 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: 1977; 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?

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

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