Apple has removed a promotional video from its YouTube channel after facing significant backlash from Thai viewers. The 10-minute clip, part of the company’s “Apple at Work – The Underdogs” series, had garnered over 5 million views since its release on July 18. It depicted the fictional journey of four characters traveling in Thailand to source a factory for custom-made boxes.
Critics in Thailand took to social media to condemn the video for presenting an outdated and unrealistic portrayal of the country. The clip, which was filmed with a sepia tone and focused on what many viewed as shabby architecture, was criticized for not reflecting Thailand’s modernity. Viewers also objected to scenes at the airport, where a character loses his luggage and seeks help from a local staff member named “Happy.”
David William, an American content creator based in Thailand, expressed his disappointment in a viral TikTok video. He described the portrayal as reminiscent of Thailand decades ago and argued that it misrepresented the country’s contemporary image. “Thailand is a modern, safe, and beautiful country,” William said, urging people not to misunderstand the nation’s reality.
The Thai government had initially praised the video, with Indochina Productions, a local studio, involved in the production. Chai Wacharonke, spokesperson for Prime Minister Srettha Thavisin, commended the film for showcasing Thailand on a global stage and supporting the country’s soft power.
However, reactions were mixed. Some locals defended the video, suggesting it was an accurate reflection of certain aspects of Thai life. Thai user Sakchawit Attasillekha noted that the portrayal of old hotels and taxis was authentic to some parts of Bangkok. Social activist Sombat Boonngamanong also found the video “cute” and surprising that it had stirred such controversy.
In response to the backlash, an Apple spokesperson acknowledged the criticism and confirmed that the video would no longer be aired. “Our intent was to celebrate Thailand’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today,” the spokesperson said.
