Apple faces Twitter backlash after racism allegation in Australia store

A video showing a group of black schoolboys being ejected from an Apple store in Australia has provoked anger on social media.

Apple: A store in New York (Credit: Matt Buchanan via Flickr)
Apple: A store in New York (Credit: Matt Buchanan via Flickr)

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".

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.

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