MELBOURNE, AUSTRALIA — Apple's CEO Tim Cook has been forced to write an apology letter to a group of African-born students in Australia who were refused entry to an Apple store by a clerk last Tuesday afternoon.

The boys weren't ejected due to any bad behavior on their part. In fact, store staff gave a candid explanation… they were afraid the boys might steal something.

The incident was recorded by one of the students and posted to his Facebook under the title 'Simply Racism', and garnered over 280,000 views.

Since the incident, Apple's CEO Tim Cook issued an apology letter and said "what people have seen and heard from watching the video on the web does not represent our values. It is not a message we would ever want to deliver to a customer or hear ourselves."

Last Wednesday, the students and their Maribyrnong College principal were invited back to the store, where they received an apology from the senior manager. However, it is unclear if any disciplinary actions were taken against the employee involved in the incident.

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