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Why Apple should do more than apologize to Black students who were racially profiled and kicked out of store


Photo: @khalid_breezy screenshot via Facebook

Six African-born students were racially profiled in an Apple Store. According to 9 News, the incident occurred at an Apple Store in Melbourne, Australia.

The students, who were all born in African countries before their parents moved to Australia, were kicked out of the store on Nov. 9. One of the teens used a cell hone video to record the interaction between the teens and a White manager at the Apple Store. The manager told the teens, “These guys are just a bit worried about your presence in our store, [they’re] just a bit worried you might steal something.”

The boys were confused and one asked, “Wow, why would we steal something?”

The manager answered by saying, “End of discussion, I need to ask you to leave our store.”

After the humiliating incident, the boys told the principal of their school. The principal escorted the boys back to the Apple Store and spoke with the manager, who apologized for his actions. Apple CEO, Tim Cook, also responded in a statement,, “We want every person who joins our team, every customer visiting our stores or calling for support to feel welcome.”

But an apology isn’t enough, considering the circumstance. The boys faced an overt form of racism that should never be tolerated. The manager should be reprimanded for his actions through termination.

During the incident, the manager was speaking on behalf of Apple and it was a disgusting display of hatred. Without evidence, the manager accused the boys of being potential thieves. Beyond the manager’s termination, Apple should compensate the boys for their pain and suffering by offering scholarships for their college education. And although Apple is more diverse than most of its tech counterparts, more cultural sensitivity courses should be implemented for every employee who is hired by the company.

The teens initially accepted the apology from the manager who forced them to leave. But they should also force Apple to make amends for such a horrible display of hatred.

Watch the video after the jump.

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  1. FuZ on November 13, 2015 at 10:40 pm

    Apology is fine although it should have never come to that assumption of theft. Could have hooked up the kids and/or their school with some computers.

  2. Kien Mitchell on November 14, 2015 at 6:25 pm


  3. Helenofreims on November 14, 2015 at 7:30 pm

    Dr.Dre said, no “such thing” people profiling: you can make it not grammar! Apple Inc. odd the “CEO and Dr.Dre are (minorities since global monopoly) only certain few can purchase or browse merchandise! Racism yes, expected laugh not students, the enriched: opinions only certain few have knowledge acquire game this appalling. Dr.Dre your saying “Apple Inc. respects (diversity apparently profiling using statistical racism) specifically crime is color few. Thanks allow me share my view points, regarding “counterfeiting merchandise whom Asian market” even Dre said where is justice!

    To Black conservatives your emulating “as Spike Lee would convey right thing? Apparently impose racism your guilty forget incident (sue there asses insult okay) for rappers chosen Dre. To get paid seldom hire whom “Blacks not even French stores located EU facades to appease. Share holders cartels are guilty of racism time law suit if await apology never Tim Cook advocate of LGBT rights silent upon. Blacks never stop I’m irate thief electronics majority males yes White and Asians wish these young men best label as criminals no intimidation. Wrote prior when young Black males attempt to prevail there targeted by the trash to damn bad glad. Article made headlines once again, you can’t in USA” insult Dr. Dre whom chosen Black face! Ratio of engineers,bio-medical and computer science engineers “EU” whom (Afro/ European and Eastern European) not segregated.

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    tax exemptions disfavor locations. Micro-management “American imperialism” saying France is behind where in (technology innovativeness inaccurate dominate distribution) distort relevance. Jobs Apple Inc. guess what retail or advertising where engineers refuse open database center in Toluon why French refuse tax exemptions furthermore diversity of labor majority French not “Yankee refuse to learn “Gallic society”. Interested women usually incline appreciate diversity only conveyed judgment women ratio in Technology effecting French industries rally is among us. Many established firms and leave corporate management yes, there standards in France structured African nationals are welcomed. Yankee “Pride” opens shows there brining reason equivalent to Asian and Indians chosen “Anglophile nations intimidation strength integrity of African men. Merci