Apple CEO Tim Cook faced intense criticism for attending a private White House screening of the 'Melania' documentary on January 24, 2026. The event coincided with the killing of Alex Pretti by Border Patrol, sparking accusations of insensitivity from critics and customers who called for a boycott of Apple products.

The backlash highlights the precarious position of tech CEOs navigating the Trump Administration. Cook has a history of engaging with the White House, from contributing to a ballroom renovation to presenting a commemorative trophy. This latest incident underscores the growing tension between corporate diplomacy and public accountability.

While Amazon funded the $40 million documentary, most vitriol targeted Cook. The film, directed by Brett Ratner, premieres later this week. The episode reveals how political events can quickly become reputational crises for corporate leaders, with social media posts against Cook appearing more numerous and hostile than previous controversies.