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The Right Brand Partnerships Can Do the Right Thing in an Age of Crisis

The benefit of partnering for long-term change

Apple CEO Tim Cook’s recent keynote speech at its annual Worldwide Developers Conference was notable for reasons beyond the usual anticipation of big product announcements. To begin with, for the first time—and for an obvious reason—it was a virtual online-only event, making it accessible to anyone and everyone who wanted to take part.

Perhaps more significant, before going into product news, the conference opened with Cook directly addressing the double crises affecting our global community: the worldwide coronavirus (COVID-19) pandemic and the Black Lives Matter movement.

”Our mission has always been to make the world a better place,” he said. “And we’re committed to being a force for change.”  He thanked the healthcare workers around the world for their efforts, and expressed Apple’s solidarity with the Black Lives Matter movement. “This country was founded on the principles of freedom and equality for all,” he told his audience. “For too many people, and for too long, we haven’t lived up to these ideas. This means taking action.”

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