Tech giant Apple has issued an apology and pulled a controversial promotional video shot in Thailand from its UK YouTube channel after it garnered heavy criticism for portraying the country as underdeveloped. The 10-minute video was part of Apple’s “Apple at Work: The Underdogs” series and was originally uploaded on the official Apple UK YouTube channel on July 19.
The series follows four employees, whimsically referred to as “the underdogs,” who face various workplace obstacles and overcome them using Apple devices and software. In the latest episode, these characters embark on a journey to Thailand, tasked with finding a factory capable of supplying their company with half a million customized boxes under a tight deadline. Throughout their quest, they showcase the innovative features of Apple products that help them navigate through numerous challenges.
However, shortly after it was published, the video met with intense backlash, particularly from Thai audiences. Critics argued that it depicted Thailand as underdeveloped, employing a sepia filter coupled with several stereotypical portrayals of the country. The contentious depictions included shots of a packed airport, subpar public transport, congested urban areas, a hotel room lacking air conditioning, and a scene where one of the characters remarked to a Thai woman, “I think she likes me.”
The public outcry was significant enough that some people even called for a boycott of Apple products. Under the weight of this criticism, Apple chose to delete the video and issued a formal apology the following day.
“We aimed to highlight Thailand’s culture and its positive attributes,” the company stated. “We apologize if the advertisement did not accurately or appropriately represent Thailand’s current way of life.”
United Thai Nation Party MP for Songkhla Sarttra Sripan and Move Forward Party MP for Phuket Chalermpong Saengdee, both members of the Committee on Tourism, expressed concerns on Thursday that the advertisement might have harmed Thailand’s image. Mr. Sarttra specifically questioned why no related agencies had taken any action earlier.
Prime Minister Srettha Thavisin took a more optimistic stance on the matter, emphasizing Apple’s intention to do business in Thailand and inspire the country’s youth. He highlighted Apple’s efforts in establishing an institute at Chiang Mai University to search for technological talent, suggesting that the company’s positive intentions outweigh the negative aspects of the advertisement.
“Let’s focus on the bright side,” he remarked. “Apple has demonstrated a genuine interest in doing business in Thailand.”
Apple’s apology seems insincere. They should have done better research before releasing such a tone-deaf video.
Totally agree. How could they miss the mark so badly? They have the resources to avoid mistakes like this.
It’s not like Apple hasn’t been accused of cultural insensitivity before. They should know better by now.
I think they just got carried away with their marketing theme and didn’t think it through.
Yeah, but the video wasn’t that bad. People are just too sensitive these days.
I disagree, Paul. Stereotyping a whole country is inexcusable, especially for a company with Apple’s global influence.
Considering Apple’s history of portraying certain demographics poorly, it’s understandable why people are upset.
Paul, just because you don’t find it offensive doesn’t mean others shouldn’t. Let’s respect different perspectives.
Couldn’t Apple find a way to show Thailand positively? What a wasted opportunity.
Exactly. Thailand is rich in culture and innovations. Apple missed a huge chance to showcase that.
Yeah, and with their resources, it would’ve been easy to get it right.
Boycotting is an overreaction. They apologized and took it down.
This isn’t just about the video. It reflects a broader issue of Western companies misrepresenting other cultures.
True. It happens all the time, and it’s 2023. Time to do better.
It’s systemic. This is why diversity in marketing teams is so important.
Absolutely! Diverse teams can help prevent these blunders.
Apple just profited off stereotypes. Glad they got called out.
Yeah, but they didn’t ‘profit’ since they pulled it down and apologized quickly.
Still, it’s the intention that counts, and they showed bad judgment.
At least Apple recognized their mistake and took swift action. Many companies wouldn’t have.
True, but I’m worried if this will change anything in their future marketing strategies.
Hopefully, it will make them more cautious and inclusive.
I watched the video. It was cringy. Clearly, they didn’t consult any Thai experts.
Imagine being the marketing team that signed off on this. Yikes.
I can’t even! They probably thought it was quirky when it was just offensive.
I feel like people are overreacting. It’s just an ad. Let’s move on.
It’s not just about the ad. It’s about how powerful companies shape perceptions of entire countries.
Stereotypes in media can be really damaging. Apple should know better.
Agreed. Media plays a huge role in how we see the world.
Yes, and with Apple’s influence, they need to be more responsible.
I don’t get why this is such a big deal. The ad was harmless fun.
What’s fun for some can be offensive to others. It’s about empathy and understanding.
Apple should involve more local voices in their international campaigns to avoid these situations.
Exactly! Local insights are invaluable and could prevent these mistakes.