Apple CEO Tim Cook is taking action to fight for racial justice and equality.
Cook announced that the company would commit $100 million to a Racial Equity and Justice Initiative to bring about change in education, economic equality and criminal justice reform.
The 59-year-old made the reveal on his Twitter account on Thursday writing, “The unfinished work of racial justice and equality call us all to account. Things must change, and Apple's committed to being a force for that change. Today, I'm proud to announce Apple’s Racial Equity and Justice Initiative, with a $100 million commitment.”
"We're at an important moment in our history," Cook said in the nearly 5-minute video. "A time when progress, which has been far too slow, feels suddenly poised to move forward in a great leap. Each of us has a role to play in making sure we rise to the occasion. Things must change and Apple is committed to being a force for that change."
The initiative follows the tragic May 25 death of George Floyd, a black man who died while in police custody. His death sparked nationwide protests and riots against police brutality and systematic racism, pushing companies to embrace diversity and do more to support underrepresented groups.
In its first phase, the program will roll out in the U.S. before expanding globally “over time.”
"Beginning in the United States and expanding globally over time, the initiative will challenge the systemic barriers to opportunity and dignity that exist for communities of color and particularly for the black community with special focus on issues of education, economic equality and criminal justice reform," Cook explained.
Apple vice president of Environment, Policy and Social Initiatives Lisa Jackson has been named to oversee the program.
"Fighting for equality and justice for my community has driven my career as an environmentalist," Jackson said on Twitter. "I’ll continue the work leading Apple’s Racial Equity and Justice Initiative," she continued alongside the hashtag #BlackLivesMatter.
Cook announced other Apple initiatives including a developer camp for black developers, hiring and developing a more diverse staff, and increased spending with black-owned companies and partners, according to FOX News.
The initiatives come on the heels of Cook’s statement about Black Lives Matter. "To stand together, we must stand up for one another, and recognize the fear, hurt, and outrage rightly provoked by the senseless killing of George Floyd and a much longer history of racism," Cook wrote.