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An unpleasant incident happened last week in the Australian Apple Store, in which security refused to let three black students from Sudan and Somalia enter. Supposedly because they might steal something. Apple immediately apologized and CEO Tim Cook promised to make amends.

A video that appeared on Twitter drew attention to the problem. It shows a security guard interviewing a trio of teenagers who were denied entry to the Melbourne Apple Store on suspicion of stealing and asked to leave.

Apple apologized for the behavior of its employees, drew attention to its core values ​​such as inclusion and diversity, and Tim Cook subsequently responded to the whole situation. Apple's boss sent out an email calling the security guard's behavior "unacceptable."

"What people saw and heard on that video does not represent our values. It's not a message we ever want to deliver to customers or hear ourselves," wrote Cook, who was certainly not happy with how the incident unfolded, but noted that all employees had already apologized to the affected students.

“Apple is open. Our stores and our hearts are open to all people, regardless of race, creed, gender, sexual orientation, age, disability, income, language or opinion," said Cook, who believes this was an isolated incident. Nevertheless, he would like to use it as another opportunity to learn and improve.

“Respect for our customers is at the core of everything we do at Apple. This is why we put such care into the design of our products. This is why we make our stores beautiful and inviting. It's why we're committed to enriching people's lives," Cook added, thanking everyone for their commitment to Apple and its values.

Source: BuzzFeed
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