Apple Faces Backlash in Thailand Over Stereotypical Ad: Controversy, Apology, and Impact Explained

Apple decided to remove a commercial and issue an apology after receiving criticism from citizens and politicians in Thailand. The ten-minute ad short was rejected for presenting the Southeast Asian country in an old-fashioned and stereotypical way, according to analysts.

Titled “The Underdogs: OOO (Out Of Office)”, the video was the fifth installment in a comic series that follows a group of colleagues as they carry out their tasks and solve problems with using Apple products. The material was available online for two weeks before it was removed from the company’s social networks.

Negative reactions to Apple’s trade in Thailand

Set in Bangkok and Rayong, the short showed the colleagues traveling around Thailand, using tuk-tuks, interacting with locals and staying in a hotel in bad situation The public criticized the image of the country, which was considered very undeveloped and outdated in the video.

“Thai people are very dissatisfied with the commercial,” said Sattra Sripan, a representative of the tourism committee of the Thai House of Representatives, in a statement sent to Bloomberg on Thursday (1st). “I encourage Thais to choose other brands and stop using Apple products.”

How did Apple respond to the criticism?

In a note published this past Friday (02), Apple said that it had worked with a local producer to create the short film, and said that they did not intend to offend the public. The company apologized and indicated that the material had been removed from the air.

“Our intention was to honor the hope and culture of the country, and we regret that we were not able to capture the essence of Thailand. The film is no longer being shown,” the company said. The material drew a lot of attention to Apple products, with scenes that highlighted the iPhone, iPad, MacBook and even the Vision Pro.

The impact of reactions on Apple’s image

Adverse reactions to the company’s advertising material surfaced just months after the controversy surrounding the iPad Pro with the M4 trade-in. Several members of the art community expressed displeasure with the promotional video which featured the destruction of musical instruments, cameras and other objects that “represent human creativity. “

• This negative reception could affect Apple’s operations in the Thai market.
• The quick response and apology were important actions by the company.
• Cultural issues are delicate and can damage the image of big brands.

So far, there is no information about replacing the commercial in Thailand with another advertising campaign. Analysts believe that the company must be careful in its future productions to avoid repeating mistakes and ensure respect for local cultures, especially in Asia, where there is great respect for values ​​and traditions.

It seems that Apple is willing to move on, learning lessons from the criticism received. The company is known for its ability to reinvent itself and adapt its strategies to market demands and cultural requirements.