In 2016 Tim Cook urged investors not to vote through plans to accelerate recruitment of minorities on its 18-person board – which currently has 15 white men two black women and one black man, James Bell, the former Boeing chief financial officer. After the shareholder's vote, Apple's CEO stated at the time: "There’s much more work to do on diversity across the company. I can commit to you we are working very hard on it."

After the murder of George Floyd by police officer Derek Chauvin, Apple's CEO changed his tune, demanding change in a fiery letter against racism posted earlier this month.

Today, Apple's CEO took to his Twitter page (instead of Apple's Home Page) to deliver a passionate message about Apple's fight against racism and announced a new $100 million dollar initiative spread out over a few years and across the globe that will be led by black executive Lisa Jackson. Tim Cook stated on his Twitter page:

"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."

Cook's full message is presented below.

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. pic.twitter.com/AoYafq2xlp

— Tim Cook (@tim_cook) June 11, 2020