Apple CEO Tim Cook attended a private screening of the documentary “MELANIA” at the White House on Saturday, sparking widespread backlash that gained momentum on social media by Sunday morning. The event, held in the East Room, was among a select gathering of roughly 70 guests, including other prominent tech CEOs such as Amazon’s Andy Jassy, Zoom’s Eric Yuan, and AMD’s Lisa Su. Directed by Brett Ratner, who has faced multiple allegations of sexual harassment, the film focuses on Melania Trump’s return to the White House.
The screening was paired with a military band performance of “Melania’s Waltz,” and guests were treated to commemorative popcorn boxes and framed tickets as keepsakes. However, the timing of the event coincided with a tragic incident in Minneapolis, where Border Patrol agents fatally shot a 37-year-old ICU nurse during an immigration operation, igniting protests across the city. Critics quickly connected Cook’s attendance to the broader controversies surrounding the Trump administration’s policies and actions.
Political commentators fueled the outrage, with figures like conservative strategist Rick Wilson expressing dismay over CEOs associating with the administration, labeling their participation as morally compromised. Other voices in the media pointed out Cook’s history of championing progressive values, making his presence at the screening particularly contentious for many Apple customers. One Apple shareholder expressed concern in a message to the company, stating that Cook’s decision to attend the screening the same day as the shooting was shameful.
The criticism of Cook intensified considering his previous advocacy for social issues and his visibility as a leader in corporate responsibility. The contrast between his established values and the event’s implications led to calls for consumers to reconsider their loyalty to Apple products. Some users announced their intentions to switch to competing platforms like Android, expressing disappointment and frustration with Cook’s decision to attend the screening.
Despite the growing discontent, neither Cook nor Apple has publicly responded to the backlash. Apple is already facing scrutiny related to ongoing antitrust investigations, and the recent events could add further complications, particularly as the company approaches its annual shareholder meeting on February 24.
As “MELANIA” is set to be released in 1,400 theaters, predictions estimate an opening weekend earning of $1-2 million, following Amazon’s significant investment of $40 million for the release rights. Even as the outrage develops, Cook maintains his Twitter bio quote from Martin Luther King Jr., a statement that now seems at odds with his recent actions, showcasing the tension between corporate identity and individual accountability in today’s political climate.