Back in August, Tim Cook released a statement to Apple employees outlining the importance of diversity in the workforce. Shamefully, it seems the memo was never received by a security team in Australia. One member of staff was filmed ejecting 6 young schoolboys between the ages of 15 and 16. Supposedly, the staff member relayed information from the store’s security team and said they were:
“concerned about your presence in our store, worried that you might steal something.”
The boys were apparently selected solely on the basis of colour, and a victim of racial stereotyping. Thankfully, the store manager has apologized. Additionally the apology has been accepted by the youths according to the BBC. One of the heckled individuals said:
“They apologised, so we’re chilling, no need to take it further,”
Despite apologizing, this has damaged Apple’s reputation and raised questions about negative perceptions in society. It’s utterly ridiculous in 2015 to judge someone on the basis of their gender, race, or other personality traits. Clearly Apple, and other leading companies have a lot of work to do to educate their staff. Perhaps this is the wake up call these companies need to start tackling the unfair treatment of customers, and putting everyone on an equal playing field.
It’s quite depressing that this is still happening, and I’m doubtful that attitudes will dramatically change anytime soon.