Apple changed its ad to avoid offending Koreans (2 photos + 1 video)

Apple edited its iPhone Air ad in South Korea. The company removed the image of fingers holding the smartphone. This was due to its similarity to a gesture often used by Korean women to mock men.





The company removed the hand holding the iPhone Air because the gesture resembled the small emoji. This gesture is often used by women to mock small men.

In recent years, this gesture has been used by a number of feminist groups on social media and has sparked a number of public debates.

Similar controversies have previously led to criticism of international brands in the Korean market. For example, in 2021, public reaction to a Starbucks advertising image led to widespread discussion in the media and social media.

Considering the sensitivity of the local audience and the specific positioning of the iPhone Air, Apple decided to adapt its advertising materials for South Korea by removing the hand from the image.



Apple: We will remove the fingers from the ad to avoid offending Koreans

Koreans whose sizes the whole world now knows: