Racial profiling is suspecting a person of certain behaviour based on stereotypes about their race, for example, bodily searching devout Muslims about to board a plane or in this case asking a group of black teenagers to leave an Apple store because they might steal something. The power of social media has highlighted this conduct and brought shame on the biggest company in the world. There are two lessons to learn from this episode; first, don't racially profile anyone. It's the same as straightforward racism. And secondly, everyone is armed with a video camera these days and you will be found out.