CEO Tim Cook cites Dr. Martin Luther King on ethical practices

Nov 21, 2013 08:18 GMT  ·  By

Apple executives Tim Cook and Bruce Sewell have reached out to employees with instructions to brush up on Apple’s core values, such as honesty, respect, confidentiality, and adhering to legal principles.

Citing Dr. Martin Luther King, Tim Cook told Apple staffers in an internal video, “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,” said Cook.

Cook apparently is upset with some employees’ conduct, but the move could also be a simple reminder that staffers need to comply with certain rules.

However, an attached email from Apple SVP and General Counsel, Bruce Sewell, seems to indicate that the refresh is somewhat imperative, as a result of improper behavior of some employees (emphasis ours).

Like Cook, Sewell addresses staffers using the appellation “Team,” saying, “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.”

Sewell goes to mention Apple’s core values, such as honesty, respect, and confidentiality, and reminds staffers of their “critical obligation [...] to adhere to legal principles, like antitrust and anti-corruption laws.”

“Living by it is how we earn the trust of our customers and partners and how we keep Apple a great place to work,” says the Apple executive.

The company’s Business Conduct group is offering employees a new version of the Policy in iBooks format, with every staffer being encouraged to give it a read.