Tech giant Apple has apologised and removed a controversial promotional video shot in Thailand from its UK YouTube channel after it was heavily criticised for making the country appear underdeveloped.
The 10-minute video -- part of the corporation's "Apple at Work: The Underdogs" series -- was uploaded on the official Apple UK YouTube channel on July 19.
The series follows four employees, known as "the underdogs", who attempt to circumvent obstacles at their workplace using Apple devices and software.
In the latest episode, the four characters travel to Thailand to find a factory to supply their company with half a million tailor-made boxes under a tight deadline. They do this while showcasing innovative features of Apple products that help them navigate various challenges.
Shortly after the video was published, it faced a fierce public backlash, especially from Thais, who argued that it portrayed Thailand as being underdeveloped through the use of a sepia filter and several stereotypical depictions of the country.
The video was criticised for depictions of a packed airport, low-quality public transport, busy areas in the city, a hotel room without air conditioning, and a scene in which one of the characters said to a Thai woman, "I think she likes me."
Some people have even called for a boycott of the company's products.
Following the uproar, Apple deleted the video yesterday and issued an apology.
"We hoped and intended to publicise Thailand's culture and its positive aspects," the company said.
"We would like to apologise if the advertisement did not fully and appropriately represent Thailand's current way of life."
United Thai Nation Party MP for Songkhla Sarttra Sripan and Move Forward Party MP for Phuket Chalermpong Saengdee, both members of the Committee on Tourism, said on Thursday that they were worried that the advertisement might have damaged Thailand's image.
Mr Sarttra questioned why related agencies had not taken any action.
Prime Minister Srettha Thavisin said yesterday that he views the matter positively, citing Apple's intention to do business in Thailand and inspire the country's youth. He said the company established an institute at Chiang Mai University to search for talent in the technology space.
He said he was not worried that the tech giant may decide not to invest in Thailand due to the backlash from the Thai public.
"Let's look at the positive side. Apple's shown a real intention to do business in Thailand," he said.
