Opening up this year's Apple Worldwide Develop Conference, Apple CEO Tim Cook took a moment to address the horrific events in Orlando over the weekend that saw the murder of more than 50 people.
It was the biggest mass shooting in America's history.
Before announcing any of the products and updates lined up for the conference, Cook asked for a moment to honour the victims, and to address the importance of diversity.
“We offer our deepest sympathies to everyone whose lives were touched by this violence.
“It was senseless, unconscionable act of terrorism and hate aimed a dividing and destroying,” Cook said ahead of the keynote.
“The Apple community is made up of people from all around the world, from all different backgrounds, and all different points of view.
“We celebrate our diversity. We know the it makes us stronger and moves everyone forward,” he says.
Cook then asked the packed auditorium to rise and join in a moment of silence, “to honour the victims and the people who love them”.
After the solemn moment, Cook kicked off the keynote which saw the company detail the changes coming to iOS, OS X (now macOS), Apple TV, watchOS and more.