The story, which involves six schoolboys in Melbourne's Highpoint shopping centre, has been repeated around the world and was the most read item on the BBC News website this morning.
The video shows the boys shocked and baffled at being told by a member of store staff that security staff were "worried you might steal something".
"You might steal something." Apple store in Australia accused of racial profiling. https://t.co/6CPBYme5DY— AJ+ (@ajplus) November 12, 2015
Various outlets have reported that the boys had been given an apology. One of the boys involved in the incident, Mohamed Semra, wrote on Facebook: "We still haven't received a public apology but hopefully soon." He also thanked the media and social media users for paying attention, saying: "We're on the news, I guess people do care."
Apple's UK press team did not immediately respond to a request for comment from PRWeek UK – although numerous media outlets have reported that Apple declined to comment.
Despite the apparent apology, Apple has come in for criticism in addition to the high volume of negative coverage.
Aren't Apple the ones stealing from Australia by off-shoring profits & paying no tax? How about we boycott Apple? https://t.co/zJQBiNR534— Richard Forrester (@RichForrest2) November 11, 2015
They were in their school uniforms FFS! https://t.co/wkR3AckDg1— Sarah (¿?) (@sarahcritcher) November 12, 2015
this needs to stop!!!!! https://t.co/dyOOWldwJt— kirk clarke (@kirkclarke2) November 12, 2015
Perhaps not a true reflection of Australia, but still sad nonetheless: Apple apologises after allegations of racism https://t.co/hjcHSp7Q7U— Chris Johnston (@cajuk) November 12, 2015