Apple CEO, Tim Cook has sent a message to the racists of the world. He doesn't want them buying the company's products and outright told them not to.
The news came when Cook received the first Courage Against Hate award from the Anti-Defamation League during the “Never is Now” conference in New York City. He took the time onstage to talk about Apple's commitment to helping stop the spread of hate speech.
According to The Verge, much of his speech talked about the moral guidelines that Apple follows. He even mentioned that Apple was a tech company, but their role went far beyond that. What this means is that it's clear Apple doesn't support racism and that's generally considered a good thing across the board.
Tim Cook said: “We believe the future should belong to those who view technology as a way to build a more inclusive and hopeful world.”
What Cook did could be dangerous. It can be seen as a sign of the company taking a political stance, which could split the consumer base. For example, if a company sells to both liberals and conservatives, and they come out as being liberal, it could enable the conservatives to boycott them.
Some people could view what Apple just did as a taking of a political stance. The year is 2018 and almost everything is being turned into a political battle, nothing is immune to this and the tech industry is no exception. Every big-time company has been called out for their political stance, especially those like Google and Facebook, so, it was just a matter of time before Apple was as well, this is why it might seem like they're taking a stance, even though they're not. Tim Cook doesn't like racism and that's not taking a side in the political battle.
Still, while Tim Cook may not want racists buying the company's products, there's little he can do about it in the end, other than just stating that Apple doesn't support them.