After increased criticism of his silence, an internal memo from Apple CEO Tim Cook sent to employees says he spoke with the President about the shooting of Alex Pretti and hopes for "deescalation."
On Saturday, after the tragic shooting of Alex Pretti by ICE agents in Minneapolis, billionaires, executives, and members of the Trump administration attended a screening of the "Melania" film, including Tim Cook. The screening was seen as insensitive and observers said it should be canceled, but it wasn't, and Cook's presence and total silence on the ongoing situation increased frustrations with Apple fans.
After a weekend filled with protests and continued violence in the streets of Minneapolis, many wondered if Cook and others would speak out, and finally, Cook shared his thoughts on Tuesday evening via an internal memo. While the memo isn't public, the text was shared by Mark Gurman on social media.
Here is the full text of the memo:
Team,
I'm heartbroken by the events in Minneapolis, and my prayers and deepest sympathies are with the families, with the communities, and with everyone that's been affected.
This is a time for deescalation. I believe America is strongest when we live up to our highest ideals, when we treat everyone with dignity and respect no matter who they are or where they're from, and when we embrace our shared humanity. This is something Apple has always advocated for. I had a good conversation with the president this week where I shared my views, and I appreciate his openness to engaging on issues that matter to us all.
I know this is very emotional and challenging for so many. I am proud of how deeply our teams care about the world beyond our walls. That empathy is one of Apple's greatest strengths and it is something I believe we all cherish.
Thank you for all that you do.
Tim
Tim Cook's social media accounts have been silent, and he still hasn't shared anything publicly, though many internal memos are written with the expectation that they will leak. The statement itself is similar to others he has provided in the past and echoes Apple's fundamental principles, though there is little doubt that the words will ring hollow to many frustrated with the ongoing situation.
Tim Cook's playbook
It's not easy being the CEO of one of the richest and most powerful companies on Earth, as Tim Cook is faced with a lot of difficult and contradictory decisions. During the first year of the Trump administration, he's been sticking to his playbook of doing the bare minimum to keep Apple independent from the US government's influence.
Tim Cook's job is to keep Apple from unnecessary financial burdens and penalties
For example, at the start of Trump's term, Cook donated $1 million to the administration's fund directly, keeping Apple out of it. He has also donated to the fund for building Trump's ballroom.
The $500 billion US investment is just business as usual and had nothing to do with the administration, other than it being a gambit Apple uses with every one. It's money that was being invested anyway, as it benefits Apple to have a strong and varied supply chain, so the announcement is mostly for show, like the "trophy," and both worked.
Cook has also attended many dinners, events, and yes, even a movie screening, at Trump's request. With each move, he is criticized by many Apple fans that want him to publicly oppose the administration regardless of the consequences.
As AppleInsider has written before, while these are not the morally superior moves for Cook to make, they are the right business ones. As we've said with regard to China, Russia, and similar authoritarian regimes, Apple can't go to war and can't force a government to change its ways.
A cheap glass trophy was all it took to save Apple billions from unnecessary tariffs
While many are going to be angry with the situation, there is one thing to consider — Apple is still controlled by Apple. It hasn't altered itself one iota in spite of everything.
What seems to frustrate Apple fans the most is the perceived hypocrisy. Apple has always portrayed itself as this progressive force fighting to make the world a better place, but its CEO is attempting to keep Trump happy with the bare minimum instead of pushing back.
It is clear that Cook's goal is to let democracy be the thing that resolves the situation and keep Apple far away from any potential retaliatory tariff or regulation. So far, it has worked, and Apple continues to be one of the few companies under Trump's observation that hasn't dropped DEI, still celebrates Black History and Pride Month, and hasn't altered anything like Apple News to favor one party over the other.
These controversies and discussions of Apple's place in them are nowhere near being over. With every major decision or tragedy that takes place under the Trump administration, everyone will be looking to Cook for some kind of reaction, and they will continue to be disappointed until the next election.
