Apple had to apologise for its iPad Pro commercial called "Crush", which attracted reactions. The new commercial film shot in Thailand was also met with great reaction and was removed from the air.
The year 2024 is not going well for the Apple marketing team. A few months ago, Apple, which attracted reactions with the iPad 'Crush' advert, experienced the same situation again. The new "OOO (Out of Office)" commercial filmed in Thailand caused a new controversy and Apple had to apologise. It was even removed from the air, unlike the Crush video.
Apple recently released a new advert for "The Underdogs" series. In the new commercial film, a group doing various jobs with Apple products is shown in a fun format. Thailand alone caused great reactions as it was introduced as an undeveloped and behind the times country. Even Patpicha Tanakasempipat, spokesperson for the Thai committee of the Thai House of Representatives, said, "The Thai people are very uncomfortable with the advert. I support Thai people to stop using Apple products and switch to other brands."
Following the growing controversy, Apple removed the advert and made the following statement: "Our intention was to promote the optimism and culture of the country. We apologise for not fully capturing the vibrancy of Thailand. The commercial is no longer live."
