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Apple has replaced a billboard in Milan that showed a toddler holding an iPhone, as part of its newest “Relax, it’s iPhone” campaign.
Now, as reported by Prima Comunicazione and Repubblica Milano , Apple has taken down the controversial billboard, replacing it with a piece promoting the device’s Find My capabilities. The campaign, which focuses on the device’s durability and robustness, depicts situations where the iPhone gets wet, takes a fall, or is handled in ways that could put it at risk. That includes someone snapping a photo in heavy rain, someone watching a video with the iPhone sitting at the edge of a bathtub, a dog with an iPhone in its mouth, or a toddler awkwardly holding the device. Apple hasn’t commented publicly on the controversy, but the company’s rapid response suggests it took the criticism seriously, even if the ad’s intended message about iPhone durability differed from how it was interpreted.
A few days ago, Italian children’s rights watchdog Autorità Garante per l’Infanzia e l’Adolescenza (AGIA) decried Apple’s depiction of a toddler holding an iPhone as part of its “Relax, it’s iPhone” campaign.
