Tech London Advocates (TLA) has called on Apple to join its private-sector led advocacy group along with the likes of Facebook, Google, Amazon and Cisco.

The Cupertino-headquartered firm is one of the last remaining technology giants to have an employee in the TLA cohort, according to TLA founder and CEO Russ Shaw.

“We’ve got the big telcos represented and lots of folks from Microsoft, Google, Facebook, Amazon and Cisco,” he said. “I would love somebody from Apple in the group.”

One unknown Apple employee did join TLA only to be told by Apple that they couldn't be part of the initiative, said Shaw.  

TLA, launched last April in a bid to support and champion London's technology sector, has signed up approximately 900 technology business leaders and influencers. 

Members include: Theo Bertram, a public policy manager at Google; Paula Byrne, the managing director at Amazon's UK development centre; and Pru Ashby, head of partnerships at Tech City UK. 

Shaw said: "Each member must be on message, introduce a new advocate when ready, and adopt the ethos."  

TLA has set up a number of schemes and initiatives since launching that are designed to help tech the city's tech startups find new investment, source new talent and achieve high-growth.

In March, the advocacy group launched its "Triage" service, which offers free mentoring and advice to startups through over 150 of the Tech London Advocates, who each pledged to talk to startups about funding, tax enquiries, marketing and recruitment. 

TLA subsequently teamed up with the Home Office and Tech City UK to launch a scheme called Home Office Hours, which is designed to give tech entrepreneurs and businesses access to immigration officials who will help them to grow in the UK.

Shaw said he’d like to see more professionals from finance, retail and FMCG (fast-moving consumer goods) become advocates

“We’ve got some of the big banks represented...I’d love a few more...because I think they’re a key part of the ecosystem,” he added.

Apple did not respond to Techworld’s request for comment.