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Apple executive leaves after making crude remark in video

Apple executive Tony Blevins appears in a video posted to the website TikTok in September 2022.
Apple executive Tony Blevins appears in a video posted to the website TikTok in September 2022. (Still frame via Daniel Mac/TikTok, Graphic by The Desk)

Apple has dismissed a senior executive over remarks he made on a video that was posted to TikTok earlier this month.

The video, posted September 5 to the TikTok account of social media influencer Daniel Mac, showed Apple executive Tony Blevins channeling the 1981 film “Arthur” when asked what he did for a living.

“I have rich cars, play golf and fondle big-breasted women,” Blevins said.

In a statement, an Apple spokesperson told media outlets on Wednesday that the senior executive was no longer with the company. The spokesperson did not say the video was the reason for his sudden departure.

Bloomberg reporter Mark Gurman was the first to report on Blevins’ dismissal. Gurman said the decision to have Blevins leave the company was made by Apple’s Chief Operating Officer Jeff Williams.

Blevins was instrumental in securing critical parts for Apple’s various computer electronics, negotiating low prices with manufacturers like Qualcomm, Intel and Sony. His business tactics helped Apple enjoy a wide profit margin as it was able to sell its computers, smartphones, tablets and other hardware far above the cost of securing parts and manufacturing the devices.

The TikTok video in question was filmed in mid-August. It had 1.3 million views on TikTok and another 40,000 views on Instagram, Gurman said.

Gurman was able to reach Blevins about the issue this week, and the former Apple executive said he regretted his comments in the video.

“I would like to take this opportunity to sincerely apologize to anyone who was offended by my mistaken attempt at humor,” Blevins said.

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About the Author:

Matthew Keys

Matthew Keys is the publisher of The Desk and reports on the business and policy matters involving the broadcast television, streaming video and radio industries. He previously worked for Thomson Reuters, Disney-ABC, Tribune Broadcasting and McNaughton Newspapers. Matthew is based in Northern California, has won numerous awards in the field of journalism, and is a member of IRE (Investigative Reporters and Editors).