A Jewish Israeli customer in Apple’s Brent Cross Store in London was hounded out of the shop after he complained about a staff member wearing jewellery featuring Watermelons and a Pan African flag badge.

The watermelon has been adopted by Palestinian supporters as a symbol to represent support for Palestinians and Palestinian “resistance” to the Jewish State. It is commonly used at pro-Palestinian protests against Israel and as an emoji online.

The incident, which happened on 24 August, started when a member of staff was seen by a Jewish customer wearing earrings and a necklace, featuring watermelons, along with a badge showing a “Marcus Garvey” Pan African flag. The shop assistant denied she was making a political statement and the shop manager accused the customer of making his colleague feel uncomfortable.

The shop assistant  reappeared in the staff room doorway with a group of colleagues, who mocked and pointed at the Jewish customer, who was then asked to leave the store by the manager, after he started recording them on his camera.  Outside the store, the manager told the Jewish customer that the shop assistant had a right to express her political opinion, thus condoning his staff member wearing political symbols.

UK Lawyers for Israel (UKLFI) has written to Apple to ask them to clarify whether their staff dress code allows the wearing of political symbols. UKLFI has pointed out to Apple that a display of the staff member’s political sympathies to the Palestinian cause is obviously going to be upsetting and unnerving for any Jewish or Israeli colleagues or customers. The Brent Cross Apple store is situated in an area which has one of the highest proportions of Jewish residents in the UK. Therefore there is a high probability that Jewish customers would be coming to this Apple store.

UKLFI has pointed out to Apple that Jews and Israelis have protected characteristics of race and religion or belief under Section 4 of the Equality Act 2010 (the Act). In accordance with Section 29 (3) of the Act, “A service-provider must not, in relation to the provision of the service, harass (a )a person requiring the service, or (b) a person to whom the service-provider provides the service.”  Harassment is defined under the Act as occurring where unwanted conduct related to a protected characteristic creates “an intimidating, hostile, degrading, humiliating or offensive environment.”

UKLFI received what appeared to be an AI generated response which said “I extremely apologise for the experience that you had at the store.  At Apple we strive to bring the best personal experience to consumers around the world through its innovative hardware, software and internet offerings.”

Caroline Turner, director of UKLFI commented: “Staff wearing Watermelon jewellery create a hostile and offensive environment for Jews and Israelis. The employees who mocked and laughed at the customer further exacerbated the offensive atmosphere in the shop. This is a serious matter which Apple needs to address. And it appears that their AI may require further training.”