Apple recently faced backlash for its portrayal of Thailand in the latest short film from its “The Underdogs: OOO (Out of Office)” series. The film, set in Thailand, was criticized for using a sepia filter that made the country appear underdeveloped and for outdated costume and scenery choices that misrepresented Thai culture.
The Bangkok Post reported that Apple issued an apology to the Thai public following the controversy. The ad series, which features office workers navigating the world with Apple products, aimed to celebrate global cultures. However, the portrayal of Thailand in this film was deemed offensive and inaccurate by many viewers.
Sattra Sripan, a spokesman for the Thai House of Representatives’ tourism committee, called for a boycott of Apple products in response to the ad. Sripan’s call to action reflected broader discontent among Thai people regarding the film’s representation of their culture and urged a shift away from Apple products.
In response, Apple quickly removed the film from YouTube and issued a formal apology. The company acknowledged that its portrayal did not fully capture the vibrancy of modern Thailand and expressed regret for any offense caused. Apple also received an invitation from lawmakers to discuss the impact of the ad and how it depicted Thailand.
This controversy marks the second time this year that Apple has had to apologize for a commercial. Earlier, Apple retracted an ad for its thin iPad Pro after criticism from artists and creators who felt the ad implied that AI could replace human creativity. Although the ad was pulled from TV, it remains on YouTube with comments disabled.
