BANGKOK — After the advertisement filmed in Thailand was heavily criticized throughout the week and began to escalate into a political issue, Apple removed this commercial ad from YouTube on Friday. However, a new concern that follows is that this anti-Apple sentiment from Thai people may affect Apple’s investment in Thailand.
On August 2, Apple issued a statement announcing the cessation of distribution of ‘The Underdogs: OOO (Out Of Office) | Apple at Work’, which is the fifth installment in this series. It is explained that they had worked closely with a company in Thailand to create and produce it.
‘Our goal and intention were to convey Thai culture and positive perspectives. We apologize that this advertisement did not fully and appropriately present the current way of life in Thailand. At this time, we have ceased the distribution of this advertisement,’ the statement read.
Meanwhile, Prime Minister Srettha Thavisin responded to questions about the backlash against this Apple advertisement that might affect the company’s investment in Thailand, saying he’s not worried. He said there are two sides to every coin, and he prefers to look at the positive side.
He views that Apple intends to do business in Thailand and create hope and inspiration for Thai youth. They are setting up Apple Developer Academies at Science & Technology Park (STeP) in Chiang Mai Province to find technology personnel or app developers.
The Prime Minister also said that Thailand has over 300,000 app developers, the second-highest in Southeast Asia. Considering the total population, this is a significant number and reflects the quality and potential of the workforce. Therefore, he believes that Thailand can fully become a center of modern technology.
This opinion differs from many netizens who criticized this advertisement as intentionally devaluing Thailand. Among these critics are Sastra Sripan, an MP from the Ruam Thai Sang Chart Party, and Chaloemphong Saengdee, a Phuket MP from the Move Forward Party, in his capacity as the spokesperson for the Tourism Committee.
Chaloemphong said that this negative communication comes despite efforts to improve airports and public transportation to accommodate tourists comfortably. Such media representation greatly impacts Thailand’s tourism image.
Sastra said the committee would invite relevant agencies to explain, including the managing director of Apple Thailand, as they see this as a big issue and want to see accountability because Thai people are very dissatisfied.
“Some people say we’ve been supporting Apple products, so why did they make an advertisement like this? I used to be an Apple fan and use an iPhone, but now I’m about to throw it away,” Sastra said.
David William, an American content creator based in Thailand, is another person who criticized the Apple advertisement in a TikTok video that has been viewed over 11 million times.
In an interview with CNN, he said he’s never seen “a cab that looked that bad before” in his nearly 10 years in the country, adding Thailand’s main gateway, Suvarnabhumi Airport is just as modern as New York’s John F. Kennedy International Airport.
“Thailand is a modern, safe and beautiful country,” he said. “I just hope [people] don’t misunderstand.”
CNN also quoted the opposite comment from Sombat Boonngamanong, a prominent social activist, who said that he was surprised the video had caused such a stir. ‘The movie was cute,’ he said, and stressed that he is an Android user.
