【Action Archives】

Tim Cook took the stage this morning at Apple's Steve Jobs Theater in Cupertino,Action Archives California to talk about "racism, inequality, and injustice," along with, yes, "a virus that is affecting the daily lives of billions of people."

The Apple CEO kicked things off by reminding livestream viewers that "this country was founded on the principles of freedom and equality for all," and specifically called out "the senseless killing of George Floyd."

Notably, he told those viewing at home, Apple has already put at least some money where its mouth is.

"We're inspired and moved by the passionate people around our nation and around the world who have stood up to demand change," he continued. "We must all aim far higher to build a future that lives up to our ideals — this means taking action."

In this case, action means — at least in part — money. Specifically, Apple's previously announced Apple’s Racial Equity and Justice Initiative with a $100 million "commitment."

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Cook then quickly pivoted to the coronavirus, and the "profound impact" Apple's products have had in making the world a better place. He talked about how Apple's offerings allow people to stay connected digitally while they are apart physically.

"Today the world is counting on all of us, and on the products and experiences that we create to move forward," he noted. "Because throughout history, great challenges have been met with great creativity and important breakthroughs."

Ah yeah, great breakthroughs. We could use more than a few of those right about now.

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