Cook condena el supuesto incidente racista que tuvo lugar en una Apple Store de Melbourne

Hace unos días apareció en las redes un vídeo que mostraba una supuesta actuación racista por parte de unos de los empleados de una Apple Store de Melbourne, en Australia. En el vídeo se puede ver a un grupo de jóvenes de raza negra fuera de la Apple Store hablando con unos de los empleados y pidiendo explicaciones sobre por qué habían sido expulsados. El empleado en un momento les responde que el personal de seguridad estaba «preocupado por su presencia en la tienda» y por si pudieran estar robando algo.

Apple rápidamente envió un comunicado a Mashable y a la BBC informando de que estaban investigando la situación. Algunos defienden que el vídeo es demasiado sesgado como para posicionarse en favor de una u otra parte aludiendo a que tampoco se puede ver la actuación de los muchachos dentro de la tienda.

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En cualquier caso, la respuesta de Tim Cook no se ha hecho esperar y en un email titulado «Apple is open» ha definido la situación como «inaceptable» y asegura que nadie en la cúpula de Apple está contento con lo sucedido. También ha mencionado que los líderes de equipo de las Apple Store de todo el mundo serán llamados para realizar algún tipo de entrenamiento orientado al servicio al cliente.

Cook defiende en el mensaje que lo sucedido en Melbourne no refleja los valores de Apple y expresa una vez más que la compañía «está abierta a todo tipo de personas sin importar la raza o la religión, el género o la orientación sexual, la edad, discapacidad, nivel económico, lengua o punto de vista». El CEO de Apple concluye la carta reiterando el compromiso de la compañía por respetar a todos y cada uno de sus clientes.

https://youtu.be/-CHftBRuSr8

Tim Cook condena lo sucedido en Melbourne y asegura que Apple está «abierta para todos»

A continuación os dejamos la carta íntegra de Tim Cook:

Team,

I’m sure you are all aware of the unacceptable incident which took place at our store at the Highpoint shopping center in Melbourne, Australia, on Tuesday. Several young men, who are students at a nearby school, had been asked by a security guard to leave the store. In an attempt to address the situation, one of our store employees gave an answer which shocked many of us.

What people have seen and heard from watching the video on the web does not represent our values. It is not a message we would ever want to deliver to a customer or hear ourselves. Our employee immediately expressed his regret and apologized to the students.

None of us are happy with the way this was handled. But we can all be proud of Kate, one of the senior managers at the Highpoint store.

On Wednesday, she greeted the same group of students to express a heartfelt apology on behalf of our store and our company. She reassured these young men that they and their fellow classmates would always be welcome at our store. The school’s principal later told a reporter that she delivered her message “with good grace,” and one of the students said, “It feels like we have justice now.”

Her words that day echoed a message you’ve heard many times from me and from Angela. It’s a simple pledge we all make to our customers and to ourselves:

Apple is open.

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 company, being inclusive and embracing our differences makes our products better and our stores stronger.

The Apple Store Highpoint is staffed by people who share these values and illustrate our commitment to diversity. The team is made up of coworkers from Australia, as well as Egypt, Italy, India and five other nations. Collectively they speak 15 languages, including Urdu, Portuguese, Arabic and Mandarin.

While I firmly believe that this was an isolated incident rather than a symptom of a broader problem in our stores, we will use this moment as an opportunity to learn and grow. Our store leadership teams around the world, starting in Australia, will be refreshing their training on inclusion and customer engagement. These are concepts and practices they know well, but can always stand to reinforce.

Respect for our customers is the foundation of everything we do at Apple. It’s the reason we put so much care into the design of our products. It’s the reason we make our stores beautiful and inviting, and extend their reach to benefit the communities around them. It’s the reason we commit ourselves to enriching people’s lives.

Thank you all for your dedication to Apple, to our values, and to the customers we are so very fortunate to serve.

Tim