Apple CEO Tim Cook is facing intense public criticism after attending a private White House screening of Melania, a documentary centered on former First Lady Melania Trump. The event took place on January 24, 2026, a day already marked by national grief and political tension following the killing of Alex Pretti by Border Patrol agents. As a result, the timing of Cook’s appearance sparked widespread outrage across social media and political circles.
Why Tim Cook Attended
According to reporting, Cook’s attendance aligns with his long-standing strategy of maintaining direct ties with the White House during the Trump administration. Over the years, Cook has appeared at several administration events and has supported initiatives tied to U.S. investment and business relations. Supporters argue that such appearances reflect the “cost of doing business” for a global company like Apple, rather than personal endorsement of political actions.
Public and Political Reaction
However, critics strongly disagree. Lawmakers, activists, and Apple customers voiced anger online, calling the screening inappropriate given the day’s tragic events. Representative Alexandria Ocasio-Cortez publicly criticized the administration for hosting a movie night amid crisis, while journalists and commentators accused tech leaders of enabling harmful policies. Notably, Tim Cook and Amazon CEO Andy Jassy were singled out more than other attendees, drawing sharper criticism than usual.
Impact on Apple’s Image
As criticism mounted, some Apple users called for boycotts, claiming Cook’s presence damaged the company’s moral standing. Several long-time customers and shareholders expressed disappointment, arguing that Apple’s brand values conflict with the optics of the event. Despite the backlash, neither Apple nor Cook has issued a public statement addressing the controversy so far.
What Comes Next
Meanwhile, Melania is set for its official premiere at the Kennedy Center before a nationwide theater release, followed by streaming on Amazon Prime Video. While Amazon licensed the film for a reported $40 million, analysts note that Apple has faced disproportionate scrutiny compared to other involved companies.
Ultimately, the incident highlights the growing pressure on corporate leaders to balance political access with public accountability. For Tim Cook, the episode underscores how quickly business decisions can turn into reputational flashpoints in a polarized climate.
