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1Clear out junk files and repair common Windows errors2Fix the driver behind crashes, sound loss and screen glitches3Repair Windows errors before they cause bigger problemsApple apologized on August 2, 2024, after criticism that its Thailand-set The Underdogs: OOO (Out Of Office) commercial portrayed the country as outdated. The company said it was no longer airing the film. The dispute centered on how Thailand was depicted—not on the ad’s product demonstrations.
What was the ‘Underdogs’ ad?
The Underdogs: OOO (Out Of Office) was the fifth installment in Apple’s comedic Apple at Work series, released in July 2024. The roughly 10-minute film follows four coworkers pursuing a large packaging order in Thailand. One colleague monitors activity from the United States using Apple Vision Pro while the others travel in search of a factory. Reporting places scenes in Bangkok and Rayong and says the production was made with Thailand-based Indochina Productions. 9to5Mac and Thai PBS covered the film and its setting.
Why did the film draw criticism?
Online critics and some Thai residents said the ad made Thailand look old-fashioned or underdeveloped instead of reflecting the country as it is today. Coverage described complaints about its muted, sepia-toned appearance and scenes featuring run-down buildings, transport and a shabby hotel. Those were criticisms of the commercial’s depiction, not an objective description of Thailand.
One question used in online criticism was, “Why does Apple make our country look so bad?” The response was not unanimous: Thai PBS also reported people defending or welcoming the film, including positive comments from the prime minister’s spokesperson, who framed the production as an international opportunity. The criticism was prominent, but it should not be treated as the view of all Thai people. Thai PBS and The Straits Times reported the varied reactions.
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What did Apple say, and was the ad pulled?
In a statement reported on August 2, 2024, Apple said: “Our intent was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today. The film is no longer being aired.” At the time, outlets reported that the film had been removed from Apple’s YouTube channel or was no longer being aired. That does not establish that no copy can be found elsewhere today. 9to5Mac and MacRumors reproduced Apple’s response.
Thai PBS reported that the video had received nearly 6 million views on Apple’s YouTube channel before publication stopped. That is a historical figure reported by Thai PBS in 2024, not a current or all-platform view total. Thai PBS reported the number.
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What was the proposed boycott?
Sattra Sripan, a tourism committee spokesperson, called for a boycott and said the committee planned to invite Apple and state agencies to discuss the advertisement. He said: “Thai people are deeply unhappy with the advertisement. I encourage Thai people to stop using Apple products and change to other brands.” This was his statement and a reported call and plan; it is not evidence that a boycott took place or that Apple faced a formal sanction. The Straits Times and MacRumors reported his remarks.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How this differed from Apple’s ‘Crush!’ ad controversy
The Thailand dispute concerned the portrayal in The Underdogs: OOO. It was separate from the May 2024 iPad Pro “Crush!” commercial, which drew criticism for showing a hydraulic press destroying creative objects and prompted a different Apple apology. 9to5Mac covered both controversies.
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