苹果首席执行官蒂姆•库克(timcook)回应了本周早些时候在澳大利亚一家苹果专卖店发生的一件颇具争议的事件,在这起事件中,6名黑人青少年因担心可能会偷东西而被阻止进入。在BuzzFeed今天首次获得的一封公司范围内的电子邮件中,库克说,这起事件“不代表我们的价值观”,它“不是我们想要传递给客户或听到自己的信息”
这场邂逅发生在澳大利亚墨尔本的Highpoint购物中心,来自索马里和苏丹的六个男孩来自附近的Maribyrnong学院。在安全人员看到他们走近商店后,苹果公司的一名代表简短地告诉他们立即离开,因为“他们(安全人员)只是担心你可能会偷东西。”周二,一段用智能**拍摄的交易视频被上传到Facebook上,随后迅速走红。
“我们的门店领导团队。。。会让他们的训练焕然一新。”
苹果专卖店的一位高级经理后来在孩子们带着学校校长回来调查此事时向他们道歉,但库克说这还不够他写道:“虽然我坚信这是一个孤立的事件,而不是我们商店出现更大问题的征兆,但我们将利用这一刻作为学习和成长的机会。”我们在世界各地的门店领导团队,从澳大利亚开始,将更新他们在包容性和客户参与度方面的培训。”
请阅读下面的完整电子邮件:
Subject: Apple is open
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 clas**ates 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 nati***. 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
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