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Tim Cook to Apple Employees in New Video: 'At Apple, We Do the Right Thing'

TimCook.pngApple executives today sent a company wide email to employees asking them to review Apple's Business Conduct Policy, reports 9to5Mac. The policy reportedly details how employees should behave both in and outside of the company while representing Apple, covering topics like personal investments, workplace relationships, and policies on public speaking, press inquiries, and endorsements.

The email included an iBooks version of the Business Conduct Policy and a video from Tim Cook (video text below), which gives an inside look at company values.
As Dr. Martin Luther King once said, the time is always right to do what's right. At Apple, we do the right thing. Even when it's not easy. If you see something that doesn't meet our standards, speak up. Whether it's a quality issue or a business practice, if it affects Apple's integrity, we need to know about it.
In the email, sent by SVP and General Counsel Bruce Sewell, Apple reminds employees that its policies are based on core values of "honesty, respect, confidentiality, and the critical obligation of every Apple employee to adhere to legal principles like antitrust and anti-corruption laws."
I am writing to ask you to do something very important — set aside a little time to review Apple's Business Conduct Policy. It explains in very clear terms how you are expected to conduct yourself with our customers, business partners, government agencies, and fellow employees. We expect every Apple employee to understand and comply with these rules.
While it is unclear whether there was a particular incident that spurred the email and video to employees, Apple has had ongoing trouble with product and information leaks. Apple has always been a secretive company, and last year, Tim Cook even promised to "double down" on secrecy when it came to products.

Despite Cook's efforts, multiple Apple products in recent months have leaked early, with prototype shells and parts for the iPad Air, the iPhone 5s, and the iPhone 5c appearing well ahead of their fall launches.

Update: The original video has been removed, but the text from Tim Cook can still be found above.

Top Rated Comments

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71 months ago
No leaks

It may have been a reminder not to leak internal emails to the press.

Which was immediately leaked to MacRumors.
Rating: 32 Votes
71 months ago
Yes, we do the right thing...
Rating: 17 Votes
71 months ago

Most people wanted to do the right thing for Steve, but they don't have the same loyalty to Tim.

Then they should find a new job if their loyalty/wanting to do the right thing was based on one man.
Rating: 16 Votes
71 months ago
Time to speak up: someone tell him that the Safari icon is an abomination, please!
Rating: 15 Votes
71 months ago
I wouldn't feel comfortable or safe working for Apple. The company is built around the values of a man who seemed to have some sort of anti-social personality disorder.
Rating: 9 Votes
71 months ago
Funny how even after he talks about employee confidentiality someone leaks the email AND portion of the video...
Rating: 8 Votes
71 months ago
This seems more like standard fare. We live in an increasingly regulated and litigious environment. Most large companies have codes of conduct and employees typically have to formally review it and sign something to that effect every year. This could simply have been the introduction to a required annual certification. I get a similar type of message every year, complete with a video from our chairman.
Rating: 7 Votes
71 months ago
I think this is a sign that we're gonna continue to see an Apple that stays true to it's core values. I think that anybody who says differently (Oracle's Larry Ellison (, for example) is either trying to stir some drama up, or is making assumptions that we are better off without.

It's gonna be interesting to see what comes out of Apple in the next 10 years.
Rating: 5 Votes
71 months ago
Did anyone happen to save a copy of the video?
Rating: 5 Votes
71 months ago
I work for a bank and we have to sign a code of ethics every year. Is this really a story? I would assume many large businesses have such things.
Rating: 4 Votes

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