An Apple staff member appears to have been caught on camera ejecting six black teenagers from a store over fears they "might steal something".
The technology giant has been accused of racism after the footage was posted on social media and viewed more than 330,000 times.
In the clip, a male staff member is heard saying: "These guys are just a bit worried about your presence in our store. They're just a bit worried you might steal something."
The boys retort saying: "Why would we steal something?" to which the staff member replies: "Guys, end of discussion. I need to ask you to leave our store."
The incident happened at the Highpoint shopping centre in Melbourne, Australia on Tuesday.
The Year Six college students said they were shocked by their treatment.
Mabior Ater told news agency Fairfax Media: "I've been coming to Highpoint for a long time and I never thought something like this would happen. Of course, I'm offended."
Many people took to Twitter to share their shock and anger over the video branding it "disgusting".
According to Melbourne newspaper The Age, the manager of the Apple store has since met with the boys and apologised.
Mabior said: "She said we were welcome here anytime. It feels like we have justice now."
A spokeswoman from Apple told the newspaper it was looking into what happened.
She provided a quote from Apple chief executive Tim Cook:
We want every person who joins our team, every customer visiting our stores or calling for support to feel welcome.