Apple CEO Tim Cook wants to make it super, duper clear where he and the company stand in regards to white supremacy.
In a leaked internal e-mail, Cook wrote:
"We must not witness or permit such hate and bigotry in our country, and we must be unequivocal about it. This is not about the left or the right, conservative or liberal. It is about human decency and morality."
And called out Trump's disgraceful response to the Charlottesville violence:
"I disagree with the president and others who believe that there is a moral equivalence between white supremacists... and those who oppose them by standing up for human rights. Equating the two runs counter to our ideals as Americans."
Putting his company's money where his mouth is, Cook is directing Apple to donate one million dollars apiece to the Anti Defamation League and the Southern Poverty Law Center, and encouraged Apple employees to donate as well with a 2 to 1 donation match offer.
Cook's bold stance echoes the sentiments expressed by the CEOs of Merck, Campbell's, the AFL-CIO, and who walked out on a White House economic advisory council citing Trump's 'moral equivalency' response to last weekend's violence, only to have the president announce the council's dissolution the same day.
Check out the full memo below:
Like so many of you, equality is at the core of my beliefs and values. The events of the past several days have been deeply troubling for me, and I’ve heard from many people at Apple who are saddened, outraged or confused.
What occurred in Charlottesville has no place in our country. Hate is a cancer, and left unchecked it destroys everything in its path. Its scars last generations. History has taught us this time and time again, both in the United States and countries around the world.
We must not witness or permit such hate and bigotry in our country, and we must be unequivocal about it. This is not about the left or the right, conservative or liberal. It is about human decency and morality. I disagree with the president and others who believe that there is a moral equivalence between white supremacists and Nazis, and those who oppose them by standing up for human rights. Equating the two runs counter to our ideals as Americans.
Regardless of your political views, we must all stand together on this one point — that we are all equal. As a company, through our actions, our products and our voice, we will always work to ensure that everyone is treated equally and with respect. I believe Apple has led by example, and we’re going to keep doing that. We have always welcomed people from every walk of life to our stores around the world and showed them that Apple is inclusive of everyone. We empower people to share their views and express themselves through our products.
In the wake of the tragic and repulsive events in Charlottesville, we are stepping up to help organizations who work to rid our country of hate. Apple will be making contributions of $1 million each to the Southern Poverty Law Center and the Anti-Defamation League. We will also match two-for-one our employees’ donations to these and several other human rights groups, between now and September 30. In the coming days, iTunes will offer users an easy way to join us in directly supporting the work of the SPLC.
Dr. Martin Luther King said, “Our lives begin to end the day we become silent about the things that matter.” So, we will continue to speak up. These have been dark days, but I remain as optimistic as ever that the future is bright. Apple can and will play an important role in bringing about positive change.