We Must All Aim Far Higher

While some tech giants face boycotts for their failures to combat hate speech, apple ceo tim cook has proven that innovation can be an ally to racial justice.

- Jacob Goldberg

This year, Apple’s Worldwide Developers Conference was unlike any other the company had held before. Instead of charging A$2,200 for a ticket, the event was open to the public. Instead of taking place in a convention centre packed with software developers, the entire conference was held online. Instead of the peppiness that usually accompanies the unveiling of brand-new Apple products, two clouds loomed solemnly over the event – the COVID-19 pandemic and the nationwide protests against police brutality and racism.

CEO Tim Cook wasted no time before approaching the subjects.

“To start, I want to address the topic of racism, inequality and injustice and to recognise the pain being felt throughout our nation, especially in our Black and Brown communities, after the senseless killing of George Floyd,” Cook said in the opening of his keynote address, referring to the Black man whose killing by Minneapolis police less than a month earlier triggered a wave of protests demanding racial justice around the world.

“This country was founded on the principles of freedom and equality for all. For too many people and for too long, we haven’t lived up to those ideals. We’re inspired and moved by the passionate people around our nation and around the world who have stood up to demand change. We must all aim far higher to build a future that lives up to our ideals. This means taking action.”