Why Apple CEO is so angry?

Apple CEO Tim Cook was visibly upset and angry after coming to know about an incident
where students with black skin-tone weren't allowed to enter into the store of his company just because of the assumption that they would steal something. The incident came to light after a video showing a security guard asking three students from African Nations to leave the Apple Store in Melbourne (Australia) went viral.

Immediately, Tim Cook sent an email to all Apple Employees calling it as unacceptable and against the values they were know for practicing. He made it clear its not the message Apple wants to send to the people or customers. He also confirms the security personnel has immediately apologised and even the Senior Manager at the store expressed heartfelt apology to the trio.

Tim Cook: "Our stores and our hearts are open to people from all walks of life, regardless of race or religion, gender or sexual orientation, age, disability, income, language or point of view".